![]() ![]() But over time, moviegoing and moviemaking have changed so much. audience does have a slightly more puritan ethos: They want their movie the way they’ve always wanted their movie. Speaking in the 4DX offices, surrounded by posters for films like Divergent and Man of Steel that have screened in 4DX overseas, she says, “The U.S. Killoren recognizes that there’s skepticism in the States because of past theater gimmicks like Sensurround and Smell-O-Vision. The United States is CJ’s next big target: Plans are underway for the first American 4DX screen to open in the Regal Cinemas L.A. Since 2010, the Seoul-based CJ has been equipping theater auditoriums around the globe - from Brazil to Mexico to Ukraine - with its 4DX technology, which features seats that rock and roll in motion to the action on the screen, as well as offering smells, lighting effects and smoke.
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