Deadline reported on an agreement between Cinemark and CJ 4DPLEX to install the ScreenX premium exhibition format at six Cinemark theatres in California and Texas. These new installs will be up and running by the end of 2022, with additional locations being considered for 2023 and beyond.
The ScreenX system is already widely available at theatres in South Korea, the home market of CJ Group, the parent company of CJ 4DPLEX. ScreenX technology uses multiple projectors to produce a wider screen, delivering images with a 270-degree field of view.
Many large U.S.-based exhibitors are investing to offer premium moviegoing experiences that customers feel are worthy of paying premium prices to enjoy. This is especially important since the annual number of new Hollywood titles released to theatres is trending down. When customers do come out to the cinema, theatres want to provide a big-screen experience that cannot be duplicated at home.
Regal has invested in its own take on premium moviegoing, offering the Regal 4DX Movie Experience at premium locations. Unlike Cinemark’s ScreenX which is focused on projection, Regal’s 4DX delivers a multi-sensory experience that is akin to a theme park ride. 4DX auditoriums use lurching seats, wind turbines, and misting technology at key points in the movie. Customer feedback on 4DX has been mixed, with many reporting the physical sensations are thrilling while others say that the wind and rain can be uncomfortable.