Chris Hemsworth plays the villainous Dementus in Warner Bros.’ “Furiosa: A Mad Max Saga.”
Warner Bros. Discovery
In George Miller’s new Mad Max film “Furiosa,” a jet of red paint explodes, bathing the movie screen in a rich, crimson cloud.
Just a few meters away, between the rows of gyroscopic 4DX chairs, clouds of mist roll in and capture the red hue of the screen, as if the light had somehow overcome the fourth wall and entered the cinema hall. The fog clears, Chris Hemsworth as Dementus comes into focus and grins at the audience.
This is the 4DX viewing experience. It’s one of many multi-sensory moments programmed for “Furiosa: A Mad Max Saga,” which opened in theaters Friday, to immerse audiences in Miller’s latest visit to the vast wasteland. And it’s a key value proposition at a time when theaters are desperately trying to lure back moviegoers, particularly those in the younger demographic.
“We make films differently,” said Duncan Macdonald, head of global marketing and theatrical development for CJ 4DPlex Americas. “We are so different out there, with our movement abilities and our environmental influences.”
As the pandemic unfolded, viewers became accustomed to shorter cinema windows and access to more content at home. At the same time, pandemic-related shutdowns and production outages due to two Hollywood strikes severely limited the amount of content coming to theaters. This caused consumers to lose the habit of going to the cinema.
Returning moviegoers want premium experiences—higher picture and sound quality—and are willing to pay more for those tickets. 4DX is an option in the premium wide format market, among other options IMAX and Dolby Cinema. CJ 4DPlex also has ScreenX format.
“Top-notch movie theater experiences are critical to the health of the industry, and with fewer films in the market on average than in years past, the importance and essence of a company like 4DX is coming sharply into focus,” said Paul Dergarabedian, senior media analyst at Comscore.
4DX uses motion seating, practical effects and sensory elements to immerse the viewer in a film. For Warner Bros.’ “Wonka,” the company whistled the smell of chocolate during the demonstrations.
Don Savant, CEO of CJ 4DPlex Americas, says the experience is a “complementary” to routine movie theater experiences, noting that 4DX theaters are attracting younger consumers, particularly those ages 10 to 30, who are looking for more experiential experiences wish.
4DX is a 4D film presentation system developed by CJ 4DPlex, a subsidiary of the South Korean cinema chain CJ CGV. This allows films to be supplemented with various practical effects, including moving seats, wind, strobe lights, simulated snow and scents.
CJ 4Dplex
For consumers, the 4DX experience costs an average of $8 more than traditional ticket prices, meaning a ticket can cost between $20 and $30 each. But the added cost doesn’t seem to deter audiences.
Last year, domestic 4DX locations generated $53.4 million in ticket sales.
“In particular, the higher price of premium movie tickets is not a barrier to their success, but rather is seen as a solid value proposition for fans looking for the best possible movie theater experience,” Dergarabedian said. “This is good news for theater owners who, with fewer films on the market, can increase their revenue per ticket while providing their patrons with a great experience that will keep them returning to the multiplex cinema more often.”
And when it comes to big blockbuster titles, 4DX proves even more popular. Ticket sales for Disney’s “Avatar: The Way of Water” grossed over $83.6 million on 4DX screens, accounting for approximately 3.6% of the film’s total box office. It is currently the highest-grossing film for the big screen format, said Savant.
“We want to give customers an easy excuse to leave their homes and visit a local Regal Theater,” said CEO Eduardo Acuna of Regal Cinemas. “Premium formats like 4DX offer a movie-watching experience that no home theater setup can replicate. Each premium format serves a different storytelling purpose and each enhances the enjoyment of watching a film in a different and immersive way.”
Acuna noted that the 4DX auditoriums were “a strong box office hit” for Regal.
Regal is the largest operator of 4DX displays domestically, with 50 of its 62 locations in the U.S. and Canada. There are almost 750 4DX screens worldwide with numerous cinema partners. The highest volume is in Asia and Europe.
Savant said 4DX is adding about 25 to 30 screens per year globally, but wants to increase that number to 50 to 60 screens per year. The company is targeting around 1,200 4DX locations over the next five years. On average, each theater has around 140 seats.
Moviegoers venturing away from their couches and into a 4DX theater to see Warner Bros. From your seat, “Furiosa” feels the revs of motorcycles racing through the desert, smells gunpowder in the air during epic firefights, and even gets hit by a gentle jet of water that blasts an on-screen character in the face.
Last year, 4DX programmed more than 100 films for the souped-up viewing experience. About 40 to 45 of them are major Hollywood titles, Savant said. Others included concert content, musical sing-alongs, anniversary titles and films in the local language.
Typically, Seoul-based 4DX programmers have two to three weeks to create the motion and special effects, although Savant said they can complete a film in a week if necessary. 4DX can program three tracks at the same time.
Both Macdonald and Savant referred to 4DX’s programmers as “artists” and described the process – from the subwoofers in the seats to the smoke machines – as different brush strokes in a work of art.
“Every film is different,” Macdonald said. “So we look at the nuances of the different films we have and how they are programmed.”
In some cases, filmmakers are involved and suggestions are made as to when certain effects should be used and how subtle or bombastic they should be or look.
“It’s the most dynamic way to see [a film]Savant said.
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2024-05-27 20:12:29
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