Shaking seats and piped-in fog: How 4DX is carving out a niche moviegoing market

This article explores 4DX movie theater experiences, as they are gaining popularity and have an expanding market. I was particularly interested in this business model for my capstone project because of the experience design these theaters create. 4DX movies play with senses, movement, and visuals to help enhance storytelling.

"Feet away, among the rows of gyroscopic 4DX chairs, plumes of fog roll in, catching the red hue from the screen as if the flare somehow transcended the fourth wall and infiltrated the cinema. 

And it amounts to a key value proposition at a time when cinemas are desperate to lure back moviegoers, particularly those in the younger demographics.

4DX utilizes motion seats, practical effects and sensory elements to immerse viewers in a movie. For Warner Bros.′ “Wonka,” the company piped in the smell of chocolate during screenings.

4DX cinemas attract younger consumers, predominantly in the 10-to-30 age range, who are seeking more experiential viewing.

4DX is a 4D film presentation system developed by CJ 4DPlex, a subsidiary of South Korean cinema chain CJ CGV. It allows films to be augmented with various practical effects, including motion-seats, wind, strobe lights, simulated-snow, and scents.

For consumers, the 4DX experience costs an average of $8 more than traditional ticket prices, meaning a ticket can range from $20 to $30 each. But the extra cost doesn’t seem to be deterring audiences. Last year, 4DX’s domestic locations tallied $53.4 million in ticket sales.

“Notably, the higher price for premium movie tickets is not a barrier to their success but rather seen as representing a solid value proposition for fans in pursuit of the best possible big screen experience,” Dergarabedian said. “This is good news for theater owners who, facing fewer wide release films in the marketplace, can boost revenues on a per-ticket basis while giving their patrons a great experience that will have them returning to the multiplex more often.” 

And, for major blockbuster titles, 4DX is proving to be even more popular. Ticket sales for Disney’s “Avatar: The Way of Water” topped $83.6 million from 4DX screens, or about 3.6% of the film’s total box office haul. It is currently the highest-grossing film for the screen format, Savant said.

Regal is the largest operator of 4DX screens domestically, with 50 of the 62 locations found in the U.S. and Canada. Globally, there are nearly 750 4DX screens with numerous theatrical partners. The highest volume is in Asia and Europe.

Savant said 4DX is adding around 25 to 30 screens per year worldwide, but is looking to push that figure up to 50 to 60 screens a year. The company is seeking to have around 1,200 4DX locations in the next five years. On average, each theater has around 140 seats.

Moviegoers who venture away from their couches and into a 4DX theater to see Warner Bros.′ “Furiosa” will feel from their seat the rev of motorcycles racing through the desert, smell gunpowder in the air during epic gun battles and even get hit with a soft spray of water as it’s flicked in the face of a character on the screen.

Both Macdonald and Savant referred to 4DX’s programmers as “artists,” describing the process — from the subwoofers in the seats to the fog machines — as different brushstrokes in a work of art.

In some cases filmmakers will get involved, offering suggestions for when certain effects should be used and how subtle or bombastic they should feel or look (Whitten, 2024)."

4DX movies enhance storytelling through the senses, such as smell, movement, and physical enhancements. These techniques help to creatively tell the story of the movie. I was interested in exploring this business model because they are revamping the movie theater experience to enhance the user's experience. This new experience is succeeding, even with increased prices for tickets. This seems relevant to my capstone project because it is a great example of a curated seating experience, similar to one I want to explore for Honda. The use of sensory design to enhance an experience is something I want to explore to promote calm. I am interested in exploring aromatherapy and lighting to create a unique experience in the backseat of cars.  

References:

Whitten, Sarah. CNBC. (2024, May 27). How 4DX is carving out a niche moviegoing market. CNBC. https://www.cnbc.com/2024/05/27/4dx-movie-experience.html

AI used to check grammar for this reflection.