Want to feel your movie seat moving, get pelted by wind and snow or even smell a certain scent? If so, the opportunity to do so in the U.S. just increased exponentially — if all goes as planned.
AMC Theatres and next-generation cinema technology company CJ 4DPLEX are partnering for the first time to bring 65 premium SCREENX and 40 4DX auditoriums to AMC locations across the globe, including in the United States for the first time. (The two companies currently operate nine SCREENX auditoriums in Europe under AMC’s Odeon Cinemas banner.)
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The financial terms of the deal were not disclosed.
The majority of each will be deployed in key AMC markets. The first few SCREENX auditoriums are expected to open this summer in time for Hollywood’s tentpole season, followed this fall by the initial 4DX auditoriums. The full roll-out is expected to be completed by 2027.
This deal marks a major milestone for CJ 4DPLEX’s global expansion as it continues to expand its footprint in the premium theatrical arena. The deal will bring the total premium screen count for the South-Korean based CJ 4DPLEX to over 1,200 locations around the world.
For AMC, the partnership marks a significant step as it leverages the premium theatrical experiences as the exhibition business continues to evolve. Since the pandemic in particular, consumers have been more than willing to pay the up charge a heightened theatrical experience can provide, such as Imax.
“This partnership with CJ 4DPLEX to bring groundbreaking cinematic experiences SCREENX and 4DX to AMC moviegoers marks another major step forward in our commitment to delivering the most immersive, cutting-edge experiences to our millions of guests worldwide,” AMC Entertainment chair-CEO Adam Aron said in a statement. “As the entertainment landscape evolves, AMC continues to lead the industry by embracing innovative technologies and premium experiences that redefine what it means to enjoy a movie.”
AMC Entertainment currently operates 900 theaters and 10,000 screens around the world under its AMC Theatres brand in the United States, and under ODEON Cinemas and other brands in Europe and the Middle East.
“This deal underscores the overwhelming growing popularity of both of our formats globally and serves as a significant milestone as the cinema industry continues to innovate and bring a differentiated entertainment product to moviegoers,” said Jun Bang, CEO of CJ 4DPLEX.
Don Savant, CEO of CJ 4DPLEX America, says the AMC deal comes as his company has secured the largest slate ever for both its SCREENX and 4DX formats, thereby strengthening its relationships with filmmakers and Hollywood studios.
SCREENX is the world’s first multi-projection cinema technology with an immersive 270-degree panoramic viewing experience. By extending select scenes onto the left and right walls of the auditorium, SCREENX surrounds the audience with story-enhancing visuals.The new SCREENX theatres will feature luxury recliner seating, Barco Laser and Immersive Audio for an enhanced viewing experience. To date, there are over 430 SCREENX auditoriums around the world in 40 countries.
4DX provides moviegoers with a multisensory cinematic presentation featuring motion, vibration, wind, lightning, scents, and other special effects that enhance the visuals on-screen. . To date, there are over 780 4DX auditoriums in more than 70 countries. The format has been a boon in parts of Asia and Latin America.
Upcoming titles in SCREENX and 4DX include Warner Bros.’ A Minecraft Movie and Sinners, Marvel Studio’s Thunderbolts, Paramount Pictures’ Mission: Impossible – The Final Reckoning, Lionsgate’s Ballerina, Universal Pictures’ How To Train Your Dragon, Sony Pictures’ 28 Years Later, Warner Bros.’ F1, Universal Pictures’ Jurassic World Rebirth, Warner Bros.’ Superman, and Marvel Studio’s The Fantastic Four: First Steps.
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