4DX cinemas open in the UAE

New technology engages all five senses so users can see, hear, feel and smell movies
4DX cinemas open in the UAE
By Salma Awwad
Thu 09 Jan 2014 11:30 AM

The first VOX 4DX enabled sensory cinemas opened over the holiday period at Mirdif City Centre and Deira City Centre and attracted over 5,000 movie-goers in the opening week.

“As expected with such an exciting concept, VOX 4DX has been incredibly popular in its first few weeks,” said Cameron Mitchell, CEO of VOX Cinemas. “Movie-goers in our region have an insatiable appetite for innovation and with VOX 4DX, the latest blockbusters can be experienced in the most engaging and interactive way yet.”

The move comes as a result of Vox’s exclusive agreement with the CGV Group, which includes plans to install the technology into Aldar’s new Yas Island super regional mall later this year.

“Plans are under review to install VOX 4DX in Sharjah, Qatar, Oman, Bahrain and Lebanon,” Cameron Mitchell stated.

The new technology engages all five senses, making audiences feel like they are a part of the movie itself. The seats are fitted with multiple motion simulators, synchronised with the on-screen action.

Specially fitted mechanics around the seats make it possible to experience fog, rain, wind and even thunder and lightning. Even various scents are programmed to complete the viewers 4D experience.

This month VOX 4DX will feature screenings of Jack Ryan starring Kevin Costner and Chris Pine and I, Frankenstein with Aaron Eckhart, at both Deira City Centre and Mirdif City Centre.

4DX launched in 2010 in Seoul, Korea, and since then millions of people worldwide have experienced movies with a fourth dimension, in 90 locations across 22 countries.

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