D-BOX SEATS ARE SHAKING IT UP
D-Box seats in theaters add a little motion to the action onscreen
When Columbia Pictures released “The Tingler” in 1959, people across the country made their way to the theater expecting just another horror flick.
They weren’t expecting producer William Castle to heighten the sensory experience by installing vibrating mechanisms into the bottoms of theater seats.
The public went nuts for the gimmick, but what was hailed at the time as just another cinema novelty is now making its way back into theaters in the form of D-Box MFX Cinema Systems — seats that are electronically programmed to move in sync with the action on the screen
So when I heard that the Cinemark Galleria at the Pittsburgh Mills Mall in Frazer was screening Universal Pictures’ “Jurassic World” in 3-D with D-Box motion technology, I had to try it out.
I bought my tickets online. D-Box seats activate only if a ticket is purchased, so theatergoers have to reserve specific seats. Both the ticket stubs and the seats are clearly marked with the proper row and seat number to avoid confusion.
The Galleria has two theaters with D-Box technology, one with 26 seats and the other with 38. The seats are positioned in two rows about halfway back in the theater, as well as two seats in each theater in the section for people with disabilities.
My brother and I went on a Friday evening and paid $20.50 per ticket, the weekend price with the added 3-D experience. Normally tickets are $19.75 for D-Box and 3-D, and $16.75 for just D-Box. (Knock $2 off that during matinees.)
Just a few weeks after the film’s premiere, the entire theater was packed, even the pricey D-Box seats — which contrasted noticeably with the faded hue of the regular ones.
In the D-Box seat there were buttons to the right of the chair that allowed the viewer to change the intensity level of the motion. I went for the highest setting to get the full impact, but the ability to change the levels might make all the difference for viewers who are unsure about trying it out.
D-Box seats have four different fields of motions — pitch (forward and backward), roll (side to side), heave (up and down) and intelligent vibrations. Motion designers go through the film frame-by-frame and program their patented D-Box motion code, synchronizing it with the action on screen, and applying it to the film only when relevant, to create what the website calls an “unmatched immersive experience.”
“We’ve created a demand for another type of experience that is not linked to audio and video,” said Michele Paquette, vice president of marketing for D-Box.
“Technology is getting so close to reality, but it’s not quite there,” he said. “And that’s what we’re doing with motion. We bring another level of experience to movie watching.”
Founded in 1998 out of Longueuil, Quebec, Canada, D-Box Technology Inc. started producing equipment for simulation and home-theater uses, but was integrated into commercial theatrical use in 2009 with the premiere of Universal’s “Fast & Furious.” Cinemark’s recent purchase of 20 new screens in 10 U.S. locations means that Pittsburgh Mills has two of the approximately 178 domestic D-Box screens and 365 D-Box screens worldwide.
So as the lights dimmed, I sat back and waited to be “immersed” in the action.
After waiting through several motionless previews, the trailer for the new “Terminator” film came on and suddenly my seat shook violently in time with an explosion on screen.
Then I felt myself being thrown back and forth along with the car chase unfurling in front of me.
(Those prone to motion sickness might not want to go for this option. Individuals who aren’t sure if it’s for them should try out the test seat in the lobby.)
As the trailer concluded I looked to my brother and saw the surprise on my face reflected in his. Maybe this really was worth the $20.50.
But the thing about trailers is that they pack the most exciting parts of the film into a condensed two- or threeminute period, and when the actual film began, the motion was much more subtle. A slight vibration during helicopter rides, subtle rocking as a ferry on screen sailed across the waves.
The website certainly did not lie, the technology was there to complement the action on screen, and in that regard it accomplished its goal. I was just expecting a bit more.
But then came the end of the movie, complete with speeding cars and dinosaur fights, and the technology had the opportunity to shine.
It still wasn’t particularly immersive, but the shaking of my seat as enormous dinosaurs pummeled each other into the ground did add something to the experience.
Although “Jurassic World” is no longer screening with DBox seats, theatergoers can try the seats out in “Terminator Genisys” or “Magic Mike XXL” (for those who are feeling brave).
Additional upcoming DBox films include “Minions” (July 10), “Ant Man” (July 17), “Pixels” (July 24) and “Mission: Impossible — Rogue Nation” (July 31).
Although I wasn’t as wowed by the experience, DBox technology is still fairly new to commercial use, and looking back on the progression of 3-D from novelty to commonplace I wouldn’t write it off as a fad just yet.
Speaking of 3-D, the combination of it with the D-Box made a difference, and if they ever installed these seats in a 3-D IMAX film I would absolutely be there.
So give it a shot, but maybe go for the matinee prices until you decide whether D-Box is really up your alley.