4D Movie Chain Lets Audiences Feel

Movie theaters are in for some very stormy weather now that CJ 4DPlex is rolling out its three newest effects: snow, rainstorm and warm air.

The inclement weather simulations will be shared with the public for the first time at CinemaCon, the annual exhibition trade show taking place this April in Las Vegas. It’s part of what the company has dubbed its 4DX experience.

The new additions join 4DX’s catalogue of standard effects, which include motion, water, fog, wind, air, lightning, bubbles, ticklers, scents and vibration. The idea of 4D theaters, which remain more popular in foreign countries than in the U.S., is to heighten the theatrical experience by pumping auditoriums with effects that mirror the on-screen action.

CJ 4DPlex says that the new effects will create a more immersive experience for any on-screen floods, explosions, earthquakes, tornados and fires. It also arrives just in time for a summer movie slate that includes disaster films like “San Andreas” and apocalyptic adventures such as “Mad Max: Fury Road,” both of which will be screened by the company.

Last year, the company used CinemaCon to announce its first U.S. theater roll-out, via a partnership with AEG, to add a 4DX experience to the Regal L.A. LIVE in Los Angeles.

Other titles using their 4D technology include “Avengers: Age of Ultron” and “Furious 7,” which broke records when it hosted 30,000 moviegoers at Regal L.A. Live last weekend.

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