‘Iron Man 3’ Becomes First Film to Play in 4DX Format

Japan – Just as you were getting used to watching movies in 3D, the latest round of movie-watching technology is on the horizon –  4DX. The so-called fourth dimension of movie watching, 4DX gives movie goers an immersive experience with the use of moving seats, scents, wind, and more to make the action seem like it’s happening for real. Starting April 26, those in Nagoya will be able to watch Iron Man 3 in 4DX.

“Fourth Dimension” effects utilize tilting seats, special lighting, equipment to produce scents, blowing air to simulate wind, and even ceiling-embedded equipment for dropping bubbles. Both 3D and 2D options are available, priced at $13 and $10, respectively. The price is on top of regular ticket prices.

The 4DX system is already in use in theaters in China, South Korea, Thailand, Russia, Mexico, Israel and several countries in South America. The first film to be shown in the format was Avatar in 2009 in Seoul, where the company behind the system, CJ Group, is headquartered.

“It was really a matter of timing that Iron Man became the first title for 4DX in Japan, though we were looking for a blockbuster action film, as that is what works best with the system,” Tagiki Ishiguro, a spokesperson for Korona World cinema chain, told The Hollywood Reporter.

“The programming for the various effects is done in advance by CJ,” noted Ishiguro, who said that Korona World is negotiating with Hollywood and Japanese studios on the next 4DX releases.

CJ Group is reported to be moving ahead with plans to bring 4DX to the U.S. this year, with a view to equipping 200 theaters over the coming five years.

Source: slashgear.com, hollywoodreporter.com