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VOX Cinemas launched 4DX sensory enabled theatres

Movie-goers use all five senses for a new cinematic experience

Vox Cinemas, which is owned and operated by Majid Al Futtaim Group, launched the first 4DX sensory enabled theatres in Dubai in December 2013. The first locations opened at Mirdif City Centre and Deira City Centre, two well-known malls in the city.

4DX allows spectators to engage all five senses through the attached multiple motion simulators on the seats, which are perfectly synchronised with the action happening in a movie. Furthermore, specially fitted mechanics inserted around the seats can even mimic the environment by having fog, rain, wind, thunder and lightening appear all around the spectators. Additionally, viewers can also experience smelling the same scents as a movie’s characters, since various scents are programmed to waft under their noses, which makes the sensory experience all the more complete.

VOX Cinemas has partnered with CJ 4DPLEX from Korea to bring this concept to the UAE. “With 4DX, which appeals to all five senses, VOX Cinemas will reinforce its position as a landmark theatre in the region, making movie-going an entirely new experience,” says Byung Hwan Choi, CEO of CJ 4DPLEX.

“We are advancing plans to install the technology into Aldar’s new Yas Island super regional mall later this year, so guests in Abu Dhabi can also experience the new concept, and plans are under review to install VOX 4DX in Sharjah, Qatar, Oman, Bahrain and Lebanon,” Cameron Mitchell, the CEO of VOX Cinemas concluded.

The 4DX cinema experience first launched in Seoul, South Korea, in 2009 and has gained popularity across the world. It is currently available in 22 countries and is set to expand into 300 more screens across the world by the end of 2015.