4DX to Debut in 5 South African Theaters

Technology & Convergence

The South Korean cinema technology featuring moving seats and environmental effects will launch in two locations in South Africa this year with three more planned in the days to come.

South Korea's CJ 4DPlex announced additional sales for "4DX" at CineEurope on Wednesday, where it signed a pact with South Africa's Nu Metro Cinemas to launch the immersive cinema technology in five locations. This is the latest development for the fast-expanding South Korean brand, which is available in 182 cinemas in 34 countries and is aiming to reach 300 auditoriums by the first half of 2016.

This will mark the African debut of 4DX, which was picked up on Tuesday by Turkey's Mars Cinema Group at the Barcelona trade show. By the end of the year, Nu Metro Cinemas will add the 4D multi-sensory effects including motion, vibration, water, wind, lighting and scents at the V&A Waterfront in Cape Town and The Pavilion in Durban, two key tourist attractions in South Africa. Three other sites are in the planning process, said a press release from CJ 4DPlex.

"4DX continues to outdeliver non-4D feature film performances around the world, as it expands into new markets, and now to its fifth continent,” said Byung Hwan Choi, CEO of CJ 4DPlex. "Nu Metro Cinemas has recently been adding new features and expanding its reach, and we look forward to working with them as both companies continue to grow."

"[Introducing 4DX] is a strategic move, fitting our commitment to supplying customers with a fully immersive cinema experience, utilizing the best, most up-to-date world-class technology,” said Nitesh Matai, marketing executive at Nu Metro. "4DX fulfills those expectations as the new 4D cinemas will involve all five senses for consumers to enjoy a cinema outing like nothing else they've seen, heard or felt before. With the introduction of 4DX, Nu Metro Cinemas now joins an elite group of cinema chains using this technology, and showcasing popular blockbusters in this groundbreaking format."

This week, 4DX celebrates the first anniversary of its debut in the U.S., where it has generated a revenue of $1.52 million. According to CJ 4DPlex, its attendance record in the Los Angeles location has nearly doubled with recent 4DX versions of Jurassic World and San Andreas, achieving opening weekend occupancy rates of over 90 percent.
Source: Hollywood Reporter