Cineworld Chain to go 4D

UK chain Cineworld will be adding a fourth dimension to selected cinemas with motion seating starting with John Carter.

The first site offering this shaky experience will be Cineworld Glasgow Renfrew Street after signing a deal with D-Box Technologies who offer motion seating with D-BOX Motion Code. Movies embedded with the D-BOX Motion code programming send frame by frame encoded instructions to the seats to move in a synchronised motion to the action on screen.

To date, D-BOX Motion Code is available on more than 900 titles and many prominent Hollywood studios have started embedding D-BOX Motion Code™ on Blu-ray™ format and theatrical releases.

35 D-BOX MFX seats will be installed in the Glasgow site which is billed as the tallest cinema in the world. Guests will experience forwards, backwards, side to side and up and down movements whilst chomping on their popcorn. The seats will also include “intelligent vibrations which all comes together to create the most amazing, all-encompassing entertainment experience ever.”

Cineworld will roll out D-Box seats to other locations including Cineworld Milton Keynes, Crawley, The O2 Greenwich, Castleford West Yorkshire, and Didsbury in Manchester. D-Box seats will cost an extra £4.50 per ticket. After John Carter, the next D-Box enabled movie will be The Avengers.

Could this start a 4D revolution? Last year a South Korean company called CJ 4D Plex converted regular theatres to 4D first testing the technology with James Cameron’s Avatar, incorporating shaking seats, the smells of explosions, flashing lights, water mists etc. There are many 4D cinema attractions around the world, including the Blackpool Tower attraction which launched with the re-opening of the famous tower but they have usually been the preserve of theme parks and trade fairs. As 3D becomes the norm, will motion seats and physical effects keep people returning to the theatre?

What do you think? Let us know below!

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