'Iron Man 3' to Become First Film to Play in 4DX Format in Japan

5:24 AM PST 04/16/2013 by Gavin J. Blair
Marvel
Iron Man 3 will be the first film released in 4DX in Japan

The film will be shown with tilting seats, blowing wind and fog and odor effects via technology that is expected to come to the U.S. this year.

TOKYO -- Iron Man 3 will be shown starting April 26 in 4DX at a theater in Nagoya, central Japan, operated by the Korona World chain, which plans to screen 12 titles a year using the new format.

"Fourth dimension" effects utilized by the system include strobe lights and equipment in the ceiling that can drop bubbles down upon the audience, who will pay a $13 (1,300 yen) premium for 3D versions and $10 for 2D films, on top of the regular ticket price. Average admission price in Japan in 2012 was $12.50.

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“It was really a matter of timing that Iron Man became the first title for 4DX in Japan, though we were looking for a blockbuster action film, as that is what works best with the system,” Tagiki Ishiguro, a spokesperson for Korona World, told The Hollywood Reporter.

The 4DX system already is in use in theaters in China, South Korea, Thailand, Russia, Mexico, Israel and several countries in South America. The first film to be shown in the format was Avatar in 2009 in Seoul, where the company behind the system, CJ Group, is headquartered.    

“The programming for the various effects is done in advance by CJ,” noted Ishiguro, who said that Korona World is negotiating with Hollywood and Japanese studios on the next 4DX releases.  

CJ Group is reported to be moving ahead with plans to bring 4DX to the U.S. this year, with a view to equipping 200 theaters over the coming five years.


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