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Cineworld to launch first UK 4DX cinema

SCREEN DAILY (January 12, 2015)

Cinematic experience “stimulates all five senses”.

UK cinema chain Cineworld is to open the first 4DX cinema in the UK. The new auditorium “which stimulates all five senses” will include motion seats and special effects including wind, fog, lightning, bubbles, water, rain and scents, in both 2D and 3D formats, working in synchronicity with the action on screen.

Developed in South Korea by the CJ conglomerate, more than 200 movies have been screened across 150 4DX auditoriums in 30 countries.

The UK’s first 4DX cinema will open on Jan 30 in Cineworld Milton Keynes. The new auditorium has taken five months to complete and includes 140 seats plus a curved screen measuring 5.8m x 10.5m.

The first film to be screened in 4DX will be Kingsman: The Secret Service.

Cineworld CEO Mooky Greidinger said it would be its ” first location among many others to come”.

Other alternatives to the traditional viewing experience offered by Cineworld includes IMAX, Superscreen, VIP auditoriums and D-Box.

Brandon Choi, chief sales and marketing officer at 4DX, said: “In a strong and close partnership with Cineworld, we plan to deliver this immersive cinematic experience to a wider audience by expanding 4DX to more regions in the UK.”
http://www.screendaily.com/news/cineworld-to-launch-first-uk-4dx-cinema/5081731.article