4D effects bring imitation snow to theatre
In this theatre, you won’t have to imagine the desert wind, the vibration of a humming lightsaber, or the slight vertigo that jumping over a screaming TIE fighter might inspire in the upcoming Star Wars movie.
That’s because Edmonton’s brand new 4DX auditorium at Scotiabank Theatre in West Edmonton Mall, opening early next week, adds special effects like moving and vibrating seats, wind, snow, lightning, and event scents to enhance the visuals on screen.
The aim is to create an atmosphere that will help subtly immerse theatregoers in the film.
“It’s not meant to be like a ride,” said Sarah Van Lange, executive director of communications for Cineplex at a preview Wednesday.
This really lends itself well to action. People gravitate towards the enhanced experience.
The theatre’s machine-generated bubbles and snow won’t soak the audience, since it falls between the screen and the first row, and there are no up-close surprises that will pop out of your seat.
But the fake flaky precipitation is as wet and fluffy as the real thing — you can expect it to fall from the ceiling during the latest animated instalment of Frozen, for instance. When the tires squeal or spin during the next Tom Cruise-driven Top Gun instalment, expect the smell of burning rubber.
“This really lends itself well to action,” said Scott Whethan, executive director of operations in Alberta for Cineplex. You’ll notice a hint of gun powder after a gunfight, or, if the plot takes you in a different direction, say, to a flower garden, a floral scent.
“People gravitate towards the enhanced experience,” said Whethan, who added that tickets should be reserved online, especially for major releases like Star Wars.
The seats sport extra-tall cupholder grips, and while their movement isn’t really strong enough to fling you off, you’ll want to hold on tight to your popcorn.
The experience comes at an eight dollar premium, with regular tickets priced at $21.99.