Batman v Superman: Dawn of Justice is already poised to make cinematic history, by becoming the first movie to showcase these two superheroes together on the big screen. But it will also help usher in a new type of movie theater experience as well. The Verge reports that this long-awaited superhero adventure will screen in the new 4DX theaters in New York City later this month. It will be the first movie ever to screen at the Regal Cinemas' Union Square location on March 25th, and at Regal Cinemas' E-Walk 13 on April 28th.
The 4DX technology, developed by South Korean company CJ 4DPLEX, enhances the onscreen visuals of action-packed blockbusters, enabling a completely immersive experience that transcends the traditional cinema experience through special effects including motion-activated seats, wind, fog, rain, lightning, vibration, snow and scents. 4DX goes beyond 3D and large screen formats by adding visual, aural, olfactory and tactile dimensions to the film-viewing experience, perfectly syncing cutting-edge technology to the action onscreen. The Batman v Superman: Dawn of Justice experience should be interesting, since we've seen quite a bit of rain in the trailers released thus far.
The Verge's Sam Byford has experienced both 4DX and their rival, MediaNation's MX4D, which both offer similar experiences. The journalist revealed that the MX4D motion seats "tends to prod you in the butt while 4DX goes for the back," although both largely offer the same experience. CJ 4DPLEX's 4DX technology was first launched in America at AEG-owned Regal Cinemas L.A. LIVE Stadium 14 in June 2014. During its first year, the 104-seat Regal LA Live 4DX Auditorium generated $1.7 million in revenue, triple the total from the previous year. Attendance also doubled during the same period, and the theatre has moved up nearly 40 spots in overall U.S. box office rankings. 4DX opened its second screen in Gurnee, IL outside Chicago late last year. Here's what CJ 4DPlex's CEO Byung-hwan Choi had to say in a statement about their New York expansion.
"We are extremely excited to bring this immersive cinematic experience to New Yorkers. Launching in New York City is a milestone in 4DX's expansion within the United States. From the success we've seen at the box office and from the overwhelmingly positive response we've received from audiences at L.A. Live, we have no doubt that these two new 4DX theaters will soon become two of the hottest entertainment spots in the city."
The company now boasts over 30,000 4DX seats operating in 228 theaters in 37 countries - opening on approximately one new screen every two weeks as theaters recognize the power of the format. By the end of 2017, 4DX aims to be in 800 theaters worldwide. It's possible the two New York theaters could help expand 4DX to more theaters in the U.S., since all except the Los Angeles and Gurnee theaters are in international markets. With movie theaters continually trying to find ways to lure moviegoers out of their homes, 4DX could be the next big thing. Would you like to see Batman v Superman: Dawn of Justice in a 4DX theater when it opens nationwide on March 25?