4DX – Butt-tingle Part Deux?

News: Movie Exhibition

Cineplex Entertainment announces partnership to bring 4DX, a new, immersive viewing technology that features mists, smells and moving seats to downtown Toronto

April 12, 2016 – TORONTO – If you’re old enough to remember the Odorama of John Waters’s Polyester and the butt-rumble of Midway’s Sensurround, you’ve been waiting a long time for the second generation of full cinematic immersion. But according to Cineplex Entertainment, it’s coming to Toronto’s Yonge and Dundas this summer.

The metro Toronto multiplex is slated to open the first 4DX auditorium in Canada, and for those unfamiliar with the new technology, think theme park: Moving seats that roll and tilt with the action, misting effects, vibration and strobe lights. Plus, odor emanating from the seat in front of you — that isn’t the result of popcorn and pop consumption from your seat mate.

Currently installed in more than 230 locations around the world, 4DX includes over 20 different effects designed to heighten your experience at the movie palace, a concept that continues to struggle in the world of digital platforms and live streaming. Finding a way to make the trip unique is critical to the industry’s survival, and exhibitors are investing big bucks to ensure moviegoing remains a mass habit.

“Late last year we launched the ‘See The Big Picture’ brand platform and encouraged Canadians to make more time in their lives for entertainment and activities that they love. Well, 4DX is one of the biggest new technologies in the global film exhibition industry today and we know Canadians are going to love it,” said Ellis Jacob, President and CEO, Cineplex Entertainment in a press release issued early Tuesday.

“We’re excited to add this innovation to our growing list of premium movie experiences as we lead the country in offering new entertainment choices.”

A VIP theatre at Yonge and Dundas will be the first venue to offer the new technology. No hard opening date or release title has been announced.

THE EX-PRESS, April 12, 2016 – Last updated 17:32 pm ET
Yonge and Dundas Cineplex

Yonge and Dundas Cineplex

 

 

 

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