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.
In George Miller's new Mad Max film "Furiosa," a red paint flare explodes and casts the theater screen in a saturated crimson cloud. "We make movies different," said Duncan Macdonald, head of worldwide marketing and theatre development for CJ 4DPlex Americas. "We are so different out there, with our motion capabilities and our environmental effects."
4DX is a 4D film presentation system developed by CJ 4DPlex, a subsidiary of South Korean cinema chain CJ CGV. It allows films to be augmented with various practical effects, including motion-seats, wind, strobe lights, simulated-snow, and scents.For consumers, the 4DX experience costs an average of $8 more than traditional ticket prices, meaning a ticket can range from $20 to $30 each. But the extra cost doesn't seem to be detering audiences.
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.