What’s It Like to See ‘Batman vs. Superman’ in 4DX?
Movies are the most immersive art form ever created. At their best, they are almost literally transportive. But apparently, they’re not quite immersive or transportive enough. Over the last couple years, studios and exhibitors have hatched up a series of new gimmicks designed to bring customers “inside” the movie (and to bring studios and exhibitors further inside their customers’ wallets), from 3D to IMAX to D-BOX. The latest is 4DX, which has been around in various parts of the world since 2009, but just debuted in New York City this week. According to its official site, which bills the format as “the ultimate in state of the art technology delivering a fully immersive cinematic experience,” 4DX advances “the movie theater experience from watching the movie to almost living it.”