Moviegoers returning to cinemas after the pandemic are seeking premium experiences — higher-quality picture and sound — and are willing to pay more for those tickets.
Feet away, among the rows of gyroscopic 4DX chairs, plumes of fog roll in, catching the red hue from the screen as if the flare somehow transcended the fourth wall and infiltrated the cinema. The fog parts, Chris Hemsworth as Dementus comes into focus and grins at the audience.This is the 4DX viewing experience.
Moviegoers who have returned are seeking premium experiences — higher-quality picture and sound — and are willing to pay more for those tickets.
Savant said 4DX is adding around 25 to 30 screens per year worldwide, but is looking to push that figure up to 50 to 60 screens a year. The company is seeking to have around 1,200 4DX locations in the next five years. On average, each theater has around 140 seats. Typically, the 4DX programmers, who are based in Seoul, have two to three weeks to craft the motion and special effects, although Savant said they can turn around a film in a week if the need arises. 4DX can program three titles at a time.
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