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| Author | Zoe Aresti |
Cinema’s immersive 4DX technology has launched in London’s West End. Using high-tech motion seats and special effects to simulate wind, snow, fog, lightning, bubbles, water and scents, the technology works in perfect synchronicity with the visual action on screen to bring the cinema experience to life.
4DX is exclusive to Cineworld in the UK, with the cinema chain releasing a new piece of research that unveils the ultimate films that tap into the five senses.
Smell was revealed to be the sense British movie fans would most like to have heightened when watching a film.
Roald Dahl’s Charlie and the Chocolate Factory is the movie viewers would most like to be able to smell the food being shown and eaten on screen, followed by Harry Potter, Goodfellas, Chef and Hook.
Upcoming films that will be available in 4DX include Avengers Infinity War, Solo: A Star Wars Story, Deadpool 2 and Jurassic World: A Fallen Kingdom.
Developed in South Korea, 4DX is making its mark across the world: first in Asia and central and south America, reaching the US in 2014, and the UK (in Milton Keynes) in 2015.
The 4DX auditorium in Cineworld’s Leicester Square houses 136 specially designed seats. 4DX is available in 2D and 3D formats.
4DX cinema ads
In September 2016, Digital Cinema Media worked with McCann, Xbox and a host of other parties to bring the first 4DX ad campaign to cinemas, allowing cinemagoers to experience the multi-sensory technology at several Cineworld sites for video game Forza Horizon 3.
The high-octane 60-second spot, created by McCann London and CRAFT, McCann Worldgroup’s production agency, showcased footage of the video game on the big screen while 4DX technology gave cinemagoers the impression that they were in the driving seat.
The technology was an ideal fit for Xbox and a game such as Forza Horizon and cinemagoers enjoyed experiencing 4DX for the first time as the campaign launched.
Watch the case study below.
4DX opportunities for your brand
To find out more about how you can get involved with upcoming 4DX opportunities on the big screen, speak to your DCM rep today.