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4DX theatres increase presence in Europe

Film Journal (December 3, 2015)

CJ 4DPLEX, creator of 4DX - an immersive theatre technology featuring motion seats and environmental effects?has increased its presence in the European market, with openings of 4DX auditoriums with Mars Cinema Group in Turkey and an expansion of its deal with Arena Cinemas in Switzerland and Cineworld in the U.K.

CJ 4DPLEX brought the first 4DX theatre to Turkey on Nov. 20, as part of a partnership with Mars Cinema Group announced earlier this year. Mars Cinema Group, the number-one multiplex chain in Turkey, operates 77 cinemas and 686 screens in 30 cities. Cinemaximum Marmara Forum, with the first 4DX theatre in the country, is located in Marmara Forum Shopping Mall in Istanbul.

“We are very pleased with the initial customer responses for the opening title, The Hunger Games: Mockingjay Part 2.,” said Kurt Rieder, CEO of Mars Cinema Group. “We have already started our discussion on rollout locations considering not only the European side but also the Asian side of Istanbul."

That same weekend, Switzerland opened its second 4DX auditorium at Arena Cinemas Zurich on Nov. 19, after the country’s first 4DX cinema opened in Geneva in early March 2015. Arena Cinemas Geneva has been showing over 50% average occupancy from its first opening till now. Jurassic World in 4DX scored almost 70% and Furious 7 recorded nearly 80% occupancy rate throughout five weeks of screening.

In the U.K., Cineworld Sheffield opened in October and Cineworld Crawley debuted on Nov. 19.The Hunger Games: Mockingjay Part 2recorded almost 70% occupancy in Cineworld Sheffield and 75% occupancy in Cineworld Crawley in the first screening weekend.

As of November, 4DX operates in over ten countries across Europe.