Hey guys, remember way back in 2009 when "Avatar" came out and everyone was all totally blown away by 3D? Gosh, that seems like a million years ago now, thanks to the fact that just about every movie these days is turned into a giant 3D extravaganza whether it makes any sense for the film or not. If there's one thing Hollywood likes more than a gimmick, it's a gimmick they can charge more money for, right?
Well, 3D may be the big fad now, but not for long, as according to The Hollywood Reporter, "Iron Man 3" is about to become the first movie in Japan to screen in 4DX — and once 4DX finishes taking over Asia, America is next.
That sound? Is all the money being sucked out of your wallet. (And your mind being blown, of course.)
So just what is 4DX exactly? Don't worry, you don't need a time machine or hallucinogenic drugs to breach the fourth dimension. Instead, it's a new immersive movie experience that includes tilting rumble seats, wind and fog machines, an array of scents and odors and even machines that spray water or blow bubbles into your face. Essentially it turns the movie theater into a two hour amusement park ride, probably complete with a kid next to you throwing up on your shoes.
And if that sounds fun instead of like some kind of super high tech torture device, then you are in luck, because the 4DX system developed by Korea's CJ Group is about to be rolled out in America, with plans to equip 200 domestic theaters by 2018.
Naturally, the 4DX experience comes with a significant premium. Japanese movie goers are shelling out an additional $13 or so to see Shellhead in action this month. And that's on top of the 3D premium, meaning fans in Tokyo who want to see "Iron Man 3" in both 3D and 4DX (or is that... 7DDX?) will be ponying up well over $25 for the film.
So is this the wave of the future? Or is 4DX just another doomed gimmick, like Smell-O-Vision before it? Only time, the true fourth dimension, will tell.
Until then, it may be a good idea to start stocking up on motion sickness pills.