Image Credit: engadget.com
Thank you, creative artists. Well, that’s not really fair…THIS dubious idea originated from the mega global corporation, CJ 4DPLEX Co., Ltd., the world’s first and leading 4D technology-based movie theater development company. The company is headquartered in Seoul with international offices in Los Angeles and Beijing.
As the company profile notes, they “provide 4DX cinema systems for worldwide exhibition partners along with 4DX codes of major Hollywood titles. Today, 4DX® has expanded all over the world with its ambitious target of over 300 theaters worldwide by the first half of 2016.”
So, art again hooks up with marketing geniuses and a superior creative medium is born. Enter virtual simulation of REAL life…fragrances and all.
As a person who stays away from synthetic fragrances like the plague, this is NOT welcome news. I have a difficult enough time sitting in most movie theaters, while trying to avoid a variety of scents. Perfumes, colognes, laundry detergent, hair products, cigarette odors and more, all wafting my way, generally make it simply a horror show!
On occasion, my husband or friends and I have had to move, again and again sometimes, just to find seats that are fragrance free long enough to enjoy the movie.
Now, we get the option of attending sensory specific films. As the Marcus Theatres in Milwaukee hipes in a big announcement, “Gurnee Mills Cinema is now home to one of the first 4DX theaters in the United States! Experience the biggest blockbusters like never before with 4DX technology! The 4DX auditorium features motion seats and special effects including wind, fog, mist/rain, scents and more that perfectly sync to the on-screen action.
A visit to the 4DX brings a virtual journey through an all-encompassing experience not limited to just audio and video. 4DX presents an all-five-senses immersive cinematic experience allowing everyone to connect with the movie and experience special effects through motion, vibration, water, wind, lighting, scents and more that enhance the visuals on-screen.”
These are the effects you can experience at a 4DX movie:
- Face Air
- Water Spray
- Motion Chair (Pitch, Roll, Heave)
- Ticklers (Leg & Back)
Not only are movie goers exposed to unknown quantities of piped in smells, but the price is steep…over three times the price of a typical ticket.
I can just go out and smell nature for free. So, I won’t be attending 🙂
I’m not the only one underwhelmed by this movie option. News reports are already circulating about the negative health effects that many attendees experienced during and immediately after watching these films.
The Daily Mail, located in the UK which already has several 4DX theaters, reports “But not every movie fan is happy with the physical effects.
Some customers complained of feeling damp from the water effects after watching Pirates of the Caribbean: On Stranger Tides but ‘smelling sweet’ like Captain Sparrow star Johnny Depp.
And there were reports of people becoming nauseous and going temporarily deaf after watching Transformers: Dark of the Moon where the major smell is the scent of burnt rubber.”
Talk about sensory overload (won’t go there). Of course, my beef is mostly with the pumped in toxic scents. As one who lives with MCS, this would make me really, really sick. Even for those who don’t have chemical sensitivities, is this really healthy? Find out more about the health dangers of synthetic fragrances here.
‘Nuff said. Just thought I’d give you a head’s up about this movie marketing blitz that promises to simulate real life for you and your kids. ‘Cuz, it’s coming to a theater near you.