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India is embracing 4D, the cinema technology that adds multi-sensory effects — from vibration to wind, fog, rain and odors — to the visual impact of 3D.
PVR Cinemas, India’s largest cinema chain, on Wednesday announced it was extending its deal with Korea’s CJ 4DPLEX, a leading producer of 4D screens.
The pact will see the Korean group deliver 10 new, 4D screens to India. Currently, there are only two 4D screens in India, one opened by PVR in March near New Delhi, the other in Thane, near Mumbai, owned by the Indian affiliate of Mexican chain Cinepolis. But thanks to the new agreement, which PVR announced at trade event CineAsia, the company’s 4D screen count in India will reach 11 in the next two years.
PVR said the 4D expansion will involve an investment of between $4.7 million (rupees 300 million) to $5.2 million (rupees 350 million).
Consumer demand for 4D in India is largely fueled by Hollywood titles offered in the special format. PVR Cinemas CEO Gautam Dutta told THR that recent blockbusters such as The Jungle Book, Tarzan and Furious 7 did extremely well in 4D.
“We noticed that there was double occupancy at our 4D theater for the same title which was offered in our normal theaters,” he said.
Bollywood is also jumping on the 4D bandwagon, with recent titles, including Shah Rukh Khan’s Fan and action comedy Kill Dill, which stars Ranveer Singh, also being offered in the new format.
“We are hopeful that the local industry will continue to add more titles in the format,” said Dutta.
Added Byung-Hwan Choi, CEO of CJ 4DPLEX: “From the overwhelmingly positive response we’ve received from audiences, we look forward to offering this unusual and intense film experience to more Indian moviegoers.”
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