L.A. Live to Launch '4D' Cinema Experience

Captain America: The Winter Soldier Evans - H 2014
Zade Rosenthal/Marvel

Captain America: The Winter Soldier Evans - H 2014

Is L.A. ready for "4D" cinema?

Seoul-headquartered 4D system maker CJ 4DPlex and AEG think so. They are set to unveil the first U.S.-based 4DX system Thursday at Regal Cinemas L.A. Live Stadium 14 in Los Angeles.

A "4D" experience means that a 3D movie is combined with features such as motion, wind, strobe, fog, mist, rain and "scent-based" effects. The Hollywood Reporter will be in downtown L.A. on Thursday to report on the opening.

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Movies need to be specially mastered in the 4DX format to be played in these theaters. Recent titles offered in the format have included Marvel’s Captain America: The Winter Soldier and DreamWorks Animation's How to Train Your Dragon 2.

CJ’s 4DX systems are currently installed in roughly 100 auditoriums in 23 countries, including Bulgaria, China, Chile, Czech Republic, Hungary, Japan, the United Arab Emirates and Venezuela.

"We have been impressed with 4DX’s success in other parts of the world, and look forward to unveiling the technology at L.A. Live," said Nick Baker, senior vp AEG global partnerships. "We are always looking for leading-edge technology and innovative product and amenities to introduce at our entertainment destinations, and this will inspire and encourage people to descend upon L.A. Live."

Along with CJ, there are two additional companies vying for the 4D cinema market: MediaMation and D-Box.

Email: Carolyn.Giardina@THR.com?
Twitter: @CGinLA