Regal Entertainment expands its 4DX rollout plan

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CJ 4DPLEX and Regal Entertainment have expanded their partnership to bring the immersive 4DX technology to additional theatres across the U.S.

Previously available on five Regal screens, the newest 4DX location is the Regal Gallery Place Stadium 14 in Washington D.C., the first in the market, which had a soft opening last month, and has its official grand opening today. Additionally, 15 new locations have been confirmed, including in Atlanta, Chicago and Houston, with several more to open in the coming years.

“The performance of 4DX at our theatres continues to impress with each new opening, and we can’t wait to bring moviegoers in new markets access to one of the most exciting cinema formats in the industry,” said Regal Entertainment senior VP, chief technical and theatre operations officer Rob Del Moro. “We continue to look for new ways to be innovative while identifying new opportunities for revenue and to present our audiences with innovative experiences. Expanding our partnership with CJ 4DPLEX and the reach of 4DX via Regal locations is another example of our commitment to these goals.”

4DX, which features effects such as motion, vibration, rain, wind, bubbles, lightning and scents, launched in the U.S. at Regal L.A. LIVE in June 2014, and then expanded to include two Regal theatres in New York City, and one each in Orlando and Seattle this year.

The format boasts an average occupancy rate of 40 percent, well above industry averages. Regal theatres with 4DX in Los Angeles and Union Square in New York virtually sold out every showing of Star Wars: The Last Jedi Dec. 14-17, with theatres in Seattle, Orlando and Times Square (NYC) averaging between 79 and 85% occupancy throughout the weekend.

4DX revenue at Regal locations makes up an average of 14 percent of the theatre’s total, more than double that of a non-4DX auditorium (six percent). 

“We are thrilled to expand on this strong relationship with a great partner in Regal,” said Brandon Choi, COO of CJ 4DPLEX. “They were among the first in the U.S. to believe in the value of 4DX. We are proud and humbled that they continue to show confidence in 4DX, and will be the largest provider of our experience to American moviegoers.”