dailyloe.com – Harkins Theatres will launch Arizona’s first 4D movie experience this August, starting at its Norterra location in north Phoenix. The cinema chain is partnering with technology firm Lumma 4D E-Motion to create this immersive format. Two additional Arizona venues will also receive the 4D upgrade later.
The 4D experience incorporates synchronized motion seating and various environmental effects. These effects include coordinated scents, air blasts, water mist, and other sensory cues. The technology aims to deepen audience immersion during film screenings.
Initial films confirmed for the 4D format include major studio releases. Titles are ‘Insidious 6’, ‘Harry Potter and the Sorcerer’s Stone’, and ‘Resident Evil’. Also scheduled are ‘The Hunger Games: Sunrise on the Reaping’, ‘Jumanji 3’, and ‘Avengers: Doomsday’.
Harkins CEO Mike Bowers stated the move aligns with enhancing their ‘Ultimate Moviegoing’ brand. The company seeks to meet high customer expectations for comfort and quality. The 4D format is designed to be immersive while maintaining their presentation standards.
This launch represents a significant technological investment for the regional theater chain. 4D cinema experiences are more common in large international markets and theme parks. Harkins’ rollout could influence other regional chains in the competitive exhibition industry.[]
Source: AZ Family
