4D is a term used to describe an entertainment system that combines 3D technology with physical effects. In a move to attract more people into cinemas, South Korean conglomerate CJ Group is finalizing a deal to install over 200 4D theaters within five years in Los Angeles, New York, and other major cities in the U.S . So far , the company has been quite successful in its homeland, as well as in Thailand and Mexico. CJ Group operates the largest theater chain in Asia and it has already installed a laboratory near Grauman’s Chinese Theatre in Hollywood to demo and promote its 4DX system.
The 4DX system is equipped with moving seats, nozzles that spray water, mist, bubbles, air and odors from a collection of 1,000 scents – ranging from rose garden to gunpowder – and up to 240 seats. Also, giant fans and strobe lights are installed as well to simulate real weather conditions. “Theaters need to find new ways to bring people back to the multiplex and away from their couches, and this is one way of doing that,” Chief Operating Officer for the Los Angeles lab of CJ 4DPlex, Theodore Kim, said.