4DX refers to adding motion and other sensory effects to chairs that can be used in theaters, lobbies, museums or theme parks. Two companies were represented at CinemaCon: CJ 4DPLEX and MediaMation
CJ 4DPlex had a theater to showcase its motion chairs as well as two VR-motion rides (described elsewhere). The theater held eight people with the back row of four seats offering their newest set of motion movements: pitch, roll, heave and sway/twist. The sway and twist movements are new this year and “increase motion degree by more than 400%, resulting in 170 degrees of possible motion, and enlarges the up and down movement possibilities.”
Content was an 8-minute ride that featured the showing of several movie segments (Pirates of the Caribbean: Dead Men Tell No Tales; Guardians of the Galaxy Vol. 2; Transformers: The Last Knight). The movement is constant throughout the demo with movement for sequences that really had no reason to have it. Apparently, this was done to showcase the capabilities and would be toned down for a full length movie. The sway movement was noticeable when a vehicle turns, adding to the realism.
In terms of roll outs, the company announced a partnership with Village Cinemas that will bring 4DX to Australia for the first time, beginning with the Village Cinemas Century City location. Operating 223 screens across 23 complexes in Australia, Village Cinemas offers an array of movie experiences. Additionally, CJ 4DPlex announced a new partnership with Cinemax, the leading cinema exhibitor in Angola.
Currently, the company has more than 370 auditoriums across 47 countries – and is averaging two new theater openings every week. Their motion seats can also include environmental effects such as wind, rain, lightning, snow, and a variety of scents to moviegoers.
Competitor MediaMation also had a theater to showcase their motion seats as well, but I was far more impressed with what they showed. I saw a sequence from Star Trek and from Passengers. The Star Trek sequence had a lot of action, but the Passengers sequence was really good. Why? – Because it was not continuous motion. Finally, I started to get an experience that might replicate a real theatrical movie. No one wants to be rocked and rolled for 90 or more minutes. The motion should be appropriate and in my option, less is more.
MediaMation also announced that the famous TCL Chinese Theater complex in Hollywood would now add motion seats from the company to one of the theaters. The theater will function as a 4DX theater as well as the first immersive spectator theater hosting competitive eSports tournaments and provide a launch pad for a network of tournament theaters beyond Hollywood.
eSports is a hot, if not the hottest, new form of competition that is played on personal computers, consoles (i.e. Xbox and PS4) and mobile devices. eSports teams have moved into professional status with contracted teams and players receiving sponsorships and endorsements while participating in online and live tournaments where they compete for large cash prize pools.
eSports is big in Asia but not in the US, so this in a first step to try to expand its appeal. According to Robert K. Laity, CEO of the TCL Chinese Theatre, “What we are launching is just the tip of the iceberg. We see cinema operators working together as a global network of immersive MX4D eSports theaters and becoming part of the fabric of competitive gaming. We are in discussions with sponsors, eSports organizations and other cinema operators to join force with the TCL Chinese Theatre as we bring this exciting capability to the world of online and live tournament play.”
MediaMation recently announced its 100th MX4D theater installation in China. Since the company’s expansion into China in 2015, “there is one theater opening, every seven days in China on average,” says Dan Jamele, CEO of MediaMation. MX4D now resides in over 80 Chinese cities including Beijing, Guangzhou, Shenzhen, Chengdu, Nanjing, Wuhan, and more
To date, MediaMation boasts of an installed base of over 20,000 MX4D EFX seats within major cinema chains, museums, educational centers, and theme parks worldwide. – CC
