The 4DX cinema experience hits Durban today

Technology & Convergence

The second multi-sensory cinema – 4DX – opens at Nu Metro The Pavilion today, 18 March, following the opening of Africa’s first ever 4DX cinema in Cape Town at Nu Metro V&A Waterfront in December last year.

Durbanites will now be able to experience the popular cinematic experience which stimulates all five senses. Airing The Divergent Series: Allegiant as its opening title, 4DX promises to give cinemagoers an adrenalin-fuelled experience.

Further premier blockbusters are being lined up for 4DX ensuring an impressive line-up of content screened in the new cinema format and boosting the local cinema experience.

4DX will be expanding to other regions in South Africa during the next two years, with an agreement in place to eventually have a total of five 4DX cinemas being launched locally, exclusive to Nu Metro Cinemas.

In 2015 Nu Metro Cinemas signed an agreement with CJ 4DPLEX, creator of 4DX, offering the world’s first 4D cinema technology for feature films, a partnership that for the first time brings 4DX to Africa. 4DX, which uses motion, vibration, water, wind, lightning, scents, and more to provide moviegoers with an immersive experience, has been expanding at a fast pace and, with this deal, will be available in 182 auditoriums across 34 countries, with a goal to reach 300 auditoriums by the first half of 2016.

“4DX continues to out-deliver 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.”
Source: Screen Africa 18 March 2016