4DX opens first U.S. location at Regal L.A. Live
CJ 4DPlex, the South Korean company pioneering a 4D technology-based cinema experience for feature films, launched its premium movie platform 4DX platform at Regal Cinemas L.A. Live Stadium 14 theatre beginning with the 10:30 p.m. showing of Transformers: Age of Extinction on June 26. The immersive experience includes special effects such as motion, wind, bubbles, fog, lightning, and scents that enhance the visuals onscreen.
Last March at CinemaCon, CJ 4DPLEX presented the newest version of the technology including more realistic motion effects such as natural chair movement, an upgraded water system to stimulate rain, the ability to switch the water on or off, and LED lights on the footrest for safety. During the convention, the company announced a deal with AEG to bring the first 4DX technology to the United States.
“We have been impressed with 4DX’s success in other parts of the world, and look forward to unveiling the technology at L.A. Live,” said Nick Baker, senior VP, AEG Global Partnerships. “We are always looking for leading-edge technology and innovative product and amenities to introduce at our entertainment destinations and, this will inspire and encourage people to descend upon L.A. Live.”
The launch has been supported by a cross-platform marketing campaign that rolled out across diverse media in Los Angeles, including posters on more than 50 city buses, TV commercials on Mnet America, and radio advertisements targeting local Hispanic moviegoers on the “Que Buena” channel.
4DX already has partnerships in Mexico, Brazil, Chile, Peru, Venezuela, Russia, Hungary, Poland, Czech, the Philippines, Indonesia and Japan. As of the end of June 2014, 4DX has expanded to more than 109 theatres in 26 countries.