HOLD ON TO YOUR POPCORN
Star reporter gets a taste of Canada’s first 4DX movie theatre, with moving seats and simulated weather (rain is optional),
It didn’t take long before someone’s popcorn went flying. Canada’s first 4DX movie auditorium debuted Friday at Cineplex Yonge-Dundas with a screening of Marvel’s new superhero saga Doctor Strange.
The technology combines 2D or 3D films with about 20 different types of effects — including seats that vibrate and lurch — making me forget at times that I wasn’t actually riding a roller-coaster or standing outdoors in the thick of winter.
Knowing we could take off at any moment, I was cautious to only reach for my drink during dialogue-heavy scenes, paranoid it would end up all over me the moment a punch was thrown onscreen.
But the reporter next to me at Friday’s media preview was not so fortunate, having a gust of wind blow the bag of popcorn out of his hands and onto the floor as we stood atop Mount Everest with Benedict Cumberbatch and Tilda Swinton.
“I love the fact that it sort of envelops you,” said Dan McGrath, chief operating officer of Cineplex Entertainment. “Most people don’t ever get to experience this kind of thing unless you go to Disneyworld or you go to Universal Studios. I do think that being able to bring that sort of almost theme park-like attraction to Canadians, people will really love it.”
The auditorium has 80 specially designed motion seats that can shift forward and backward, side-to-side, vibrate and apply pressure from the back, almost like a fancy massage chair.
The theatre also simulates environmental effects such as wind, snow, fog, mist, bubbles and scent in synchronicity with the film.
“Originally, it was very hard to bring the technology of a theme park into cinema,” said Byung-Hwan Choi, chief executive officer of CJ 4DPLEX, which developed the technology behind 4DX. “We need to protect the story while they’re watching the movie.”
Choi said it’s important to maintain a balance between letting a movie tell a story on its own merits and finding the right amount of sensory effects to add.
The technology shines, however, during high-pressure moments such as fight scenes and car crashes, as well as during extreme weather. You may even get a little wet, although not to the point of needing to dry off with a towel.
With the opening of the Toronto screen, CJ 4DPLEX — headquartered in Seoul — has now delivered 300 4DX screens to 42 countries.
Of course, the experience is not for everyone. A disclaimer before the film warned the format may not be suited for people prone to motion sickness or pregnant women.
The theatre is now open to the public. General admission is $24.99 for a 3D film and $21.99 for a 2D film, compared to the base price of $16.50 and $13.50, respectively.