In the realm of business innovation, it’s not often that movie theaters command the spotlight. However, the 4DX sensory viewing experience might just be the transformative business model cinemas need to allure the millennial and younger demographics back to the theaters. 4DX seating takes movie tripping to heady new heights, enveloping audiences into the storyline with an immersive experience beyond the highest definition picture quality or Dolby sound.
Dubbed as the future of traditional movie theaters, 4DX viewing is all about creating a multi-sensory experience, where the audience literally feels the plot twists. Whether it’s the softened spray of water flicked onto characters on-screen or the thick smell of gunpowder filling the theater during a gripping shootout scene, this technology transcends the fourth wall with an innovative leap.
From a business perspective, 4DX just might be the strategy theaters need to leverage against the younger demographic, particularly those aged 10 to 30 years who tend to be experience-seekers. Moreover, the cost factor doesn’t seem to have deterred audiences from seeking out this unique experience. In fact, according to CEO Don Savant of CJ 4DPlex Americas, the firm pulling all the strings behind the 4DX experience, ticket sales for these specialized seats average $8 more than regular ones, often selling for $20 to $30 each.
Analysis shows that the revenue potential for theaters from this innovative theater viewing experience is significant. Exemplifying this is the exceptional performance of the movie “Avatar: The Way of Water”. The film grossed a whopping $83.6 million from 4DX screen showings alone, accounting for 3.6% of its overall box office earnings.
A market leader in premium theater viewing formats, 4DX finds itself alongside industry-stalwarts such as IMAX and Dolby Cinema. Their extensive portfolio even includes the ScreenX format. Looking to the future, 4DX hopes to expand its presence globally, aiming to extend its footprint to 1200 4DX locations worldwide in the next five years.
4DX programmers, based in Seoul and occasionally working with filmmakers for a nuanced execution, use every visual and sensory effect akin to brushstrokes on a canvas to form a masterpiece. It is notable that these ‘artists’ can paint up a 4DX program for a movie in as short as a week.
CEO Eduardo Acuna of Regal Cinemas, the largest operator of 4DX screens domestically with 50 of the 62 locations in the U.S. and Canada, believes in the potential of formats like 4DX. He says, “These premium formats offer a movie-watching experience that cannot be replicated by any home theater setup.”
It’s all part of the grander scheme of shaking up the dynamics of the moviegoing audience and creating added value in an industry that’s been beset by digital competition. The magic of 4DX might just rekindle the love affair between moviegoers and cinemas for the shared experience of storytelling in its most mesmerizing and immersive form.
