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IMMERSIVE SEATING

Boxoffice, 2015-12, Vol.151 (12), p.46

Copyright Boxoffice Media LP Dec 2015 ;ISSN: 0006-8527

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  • Title:
    IMMERSIVE SEATING
  • Author: Loria, Daniel
  • Subjects: Central business districts ; Chairs ; Expansion ; Innovations ; Luxuries ; Marketing ; Sales ; Theater ; Theaters & cinemas
  • Is Part Of: Boxoffice, 2015-12, Vol.151 (12), p.46
  • Description: Things have changed considerably for immersive seating (also known as 4D) since its early days in 2009. A slew of hit titles, pioneering exhibitors, and ambitious companies have worked tirelessly over the past several years to educate the public and create a market around the concept. Like several other innovations to the cinema experience, much of the format's growth has been established overseas, particularly in Asia where demand has kept up with the opening of new theaters-China in particular. Chinese circuit Wanda Cinemas opened its first location with 4DX seats, the immersive seating option from South Korea's CJ 4DPLEX, in Dalian Ganghui last February before adding sites in Dalian Jingkai in August and a couple more in Dalian Gaoxin and Beijing's central business district in September. As of October, 4DX boasts 40 screens in China and plans to reach 53 by the end of the year- representing the largest single market for the company. Meditation, whose MX4D offering has also enjoyed numerous sales abroad, also has a presence in Wanda's Chinese circuit and expects to reach 20 locations in the market by year's end. China has been so important for MediaMation that the company recently opened a second manufacturing facility in China to better service the booming market. U.S. exhibitors are taking note. D-BOX has developed working relationships with over 30 exhibition partners in the U.S. and Canada over the last several years, and MediaMation expects the United States to be a major growth market in 2016 as they prepare to open a location in Boston with National Amusements. 4DX opened its first theater in the United States at the Regal Cinemas L.A. LIVE location in June 2014. It hasn't taken Regal very long to become convinced of the concept's commercial viability; the world's top exhibition chain is already planning to add 4DX in two of its marquee New York City locations, Regal Union Square Stadium 14 and Regal E-Walk 13 in Times Square. "Because of strong performance from 4DX, we saw the Regal Cinema L.A. Live Stadium 14 jump in the ranks of U.S. theaters-this past year, the skyrocketed from 94th to 39th and escalated from $10.3 million to $12.3 million in box office revenue in 2015," a 20 percent increase over the previous year, according to [Byung Hwan Choi]. The fruitful partnership with Regal helped 4DX secure additional deals with leading U.S. exhibitors. Marcus Theatres already has plans to open its first 4DX location at Chicago's Marcus Gurnee Cinema.
  • Publisher: New York: Boxoffice Media LP
  • Language: English
  • Identifier: ISSN: 0006-8527
  • Source: Open Access: Arts & Humanities Journals by multiple vendors
    ProQuest Central
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