As a film enthusiast with decades of experience under my belt, I must say that the rise of 4DX is an exciting development for the industry. Having witnessed the evolution of cinema technology from black and white to color, from silent films to talkies, and now to immersive experiences like 4DX, it’s fascinating to see how storytelling continues to push the boundaries.
If watching Twisters with water spritzing at you and your chair giving you a slight jolt, making it seem like you might be moved several rows forward, wasn’t part of your experience, then did you truly watch it? The Glen Powell tornado extravaganza in 4DX is the ideal way to view it. This advanced cinema technology offers an immersive sensory experience that surpasses what 3D or Imax can deliver, thanks to features like mist on your face and bursts of air timed perfectly with the windstorms shown on screen. For those two hours, you’ll get a thrill similar to the one felt by the group of YouTubers on screen, without the subsequent clean-up required.
Approximately 62 screens across the country showcased the film, yet these screens accounted for a notable 2.9% of its $80.5 million opening weekend earnings, which equates to roughly $2.3 million from the premium 4DX format. This is the strongest opening weekend for any movie in the 4DX format since it was first introduced to U.S. audiences with the release of “Transformers: Age of Extinction” in 2014.
“TikTok and Twitter have contributed significantly to the success of the movie. TikTok videos showing theatergoers gripping their seats tightly received millions of views, while Twitter was filled with enthusiastic reviews that compared it to a 4DX version of Twister winning the Palme d’Or at Cannes. The public’s demand for more has been heard, as Regal Cinemas, which owns half of all American 4DX screens, has decided to re-release the disaster film in this format soon.”
According to Paul Kim, senior vice-president at CJ 4DPlex (the company responsible for 4DX), we thought the film would do well due to its fitting format. However, the level of positive response and viral popularity it has achieved surpasses anything we could have imagined.
Despite its lesser-known status compared to the critically acclaimed and higher-grossing film “Dune: Part Two,” it was “Twisters” in 4DX that sparked a shift in people’s perception of the experience from a gimmicky novelty to an appealing challenge. This transformation can be attributed to several factors, as demonstrated by the success of “Twisters.” Beyond simply eliminating the uncomfortable kiss, the film offered a unique and immersive experience that resonated with audiences, encouraging them to embrace 4DX for themselves.
Why Twisters of all movies?
In 2009, CJ 4DPlex, located in Seoul, debuted the 4DX experience by screening the movie “Journey to the Center of the Earth” starring Brendan Fraser, complete with simulated fog and strobe lights resembling lightning. Since then, the company has grown to operate approximately 790 screens globally, and their team works on around 80 films annually, with about half coming from Hollywood. This year, over a dozen titles have been released in 4DX, among them Alex Garland’s “Civil War.” However, “Twisters” marks the most significant achievement for the format to date.
“According to Scott R. Fisher, special-effects supervisor of the film Twisters and an Oscar winner for his work on Interstellar and Tenet, a significant part of the movie is the intense storm sequences that will keep you on the edge of your seat. He adds that even without 4DX technology, the sound design and editing still provide an immersive experience. To make it even more thrilling, he believes viewers are satisfying their adventurous spirit by feeling like they’re chasing storms themselves.”
Fisher suggests that one reason “Twister” might have gained more popularity than “Dune: Part Two” is because people are more inclined to envision themselves in the chaos of a storm-stricken Oklahoma compared to the sandworm-ridden desert of Arrakis. In essence, he argues that while visually captivating movies like “Avatar” can evoke a sense of being there, this feeling is limited because our imagination has its boundaries. However, when it comes to experiencing something tangible like being in the midst of a storm or extreme weather, people can more easily relate and imagine themselves in such situations.
Although Fisher didn’t participate in the CJ 4DPlex team’s conversion of his effects into the seats, he was an enthusiast right from the moment he experienced it. He, along with director Lee Isaac Chung and other members from the production crew, watched a preview of the overpass scene filled with bells and whistles, and were asked for their feedback.
“Fisher mentioned that during filming, we experienced shaky seats, fog, and some unresolved issues beneath the seats. However, a plan was already in place, which they illustrated throughout the movie. After performing it, everyone seemed to agree that it felt authentic. On our way out, we exchanged glances, saying, ‘That fits.’ [Laughs.] It’s a reliable test because you leave wanting more – eagerly anticipating seeing the final result.”
But why is 4DX only taking off now?
Why didn’t people go to see the enhanced version of Geostorm in 4DX back in 2017? There were fewer 4DX theaters in the U.S. at that time, and Geostorm wasn’t a sequel to a popular ’90s movie. Additionally, audiences might have been hesitant because they saw 4DX as more like Disney’s Honey, I Shrunk the Kids ride than a high-end format like Imax, which could make them less willing to pay the higher ticket prices.
As a cinema enthusiast, I used to think that integrating such experiences as a gimmick or merely an amusement-park ride within a theater setting might be a stretch. However, I’ve come to see it differently, particularly when considering a movie like Twisters. It isn’t about forcing this element into the narrative, but rather it amplifies the storytelling experience. Instead of just watching the film, you genuinely feel immersed in it.
A key distinction between the movies Geostorm and Twisters lies in their release timings: Geostorm, starring Gerard Butler, debuted prior to the pandemic, significantly impacting the movie theater industry. As Duncan MacDonald, CJ 4DPlex Americas’ head of worldwide marketing and theater development, notes, “4DX had a certain audience base, but it was intriguing to witness its expansion post-COVID.” He further explained, “With people confined at home for such an extended period, we observed our business flourishing. The growth stemmed from the curiosity of moviegoers seeking something unique. It was a gradual evolution where individuals expressed, ‘4Dx offers a different experience. I can’t find this in my living room.'”
So how big will 4DX get?
More Regal Cinemas are expected to construct 4DX theaters in the future, as they’ve previously announced their intentions to build more than the current 50, but it’s challenging to pinpoint when exactly this will happen. “The U.S. market is vast, yet it’s a mature one, not characterized by significant growth with numerous new theaters sprouting up,” explains Daniel Loria, Boxoffice Pro’s editorial director and senior vice-president of content strategy.
He adds that the relative lack of new or renovated theaters over the past few decades is why Americans are usually years behind overseas markets when it comes to more premium theatergoing experiences. “You look at recliner seating or reserved seating, which had been a staple in Europe for years, and even alcohol service,” he says. But in the U.S., “in 1994, having a beer at a movie theater was so wild that there’s a whole scene in Pulp Fiction about it. So it doesn’t surprise me that U.S. audiences are taking a little longer to get accustomed to 4DX.”
It could take some time until your nearby Regal or AMC installs a 4DX screen, but, as MacDonald notes, “We’re constructing them as swiftly as possible because we recognize the interest is high.” The film industry is also adopting this format. In the past, we had to persuade studios to collaborate, said Kim, but now they approach us. Moreover, an increasing number of filmmakers are eager to participate in the project, even for quality assurance purposes.
In the not-too-distant future, Fisher anticipates that movie directors might incorporate 4DX technology during the developmental stages of their films. “I believe filmmakers will embrace this trend,” he notes. “Many of the Christopher Nolan movies I work on involve discussions about enhancing the cinematic experience. Nolan is passionate about aspects like sound, Imax, and other production elements that make it exceptional from the outset. Directors who integrate such technologies from the beginning to improve the overall experience tend to achieve impressive results.”
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2024-07-31 17:54