Whether 4DX is the future of cinema is up for debate, but for now it has arrived and is shaking things up. The first commercial to air in this format was for the new Jaguar F-TYPE SVR vehicle. The ad screened across South Africa as the first 4DX campaign, accompanying the launch of Nu Metro’s 4DX cinemas at the V&A Waterfront in Cape Town, The Pavilion in Durban and at the opening of the first 4DX cinema at Hyde Park in Johannesburg at the end of September. 4DX is the extreme of sensory stimulation using motion, vibration, water, wind, lightning, scents, and gimmicks to accompany the movie experience. No longer leaving cinema as a feast for the eyes you will be able to smell the coffee and feel the chase.
Nu Metro’s head of technical, Johan van Staden, was trained in Seoul, the home of CJ 4Dplex, the company that holds the rights to 4DX internationally. Van Staden was certified to manage the installation of 4DX technology locally. The content screened in 4DX is projected in HD (2D and Digital 3D) on a silver curved wall-to-wall screen. Its audio system has been upgraded to a Dolby CP750 with 7.1 full surround sound. The Barco projector used in the cinema also uses an upgraded lamp for brighter picture in both 2D and 3D.
“We had to install a complete new steel floor structure in the 4DX cinema to be able to handle the 0.3G-force the unit moves with, as well as water, air and scent lines. The complete system uses 24 computers (one in each of the 21 seats, motion PC, monitor PC and screen server). The force utilises Servo motors and transducers, and not hydraulics, making the movement much smoother and more active.” explains van Staden.
Popcorn Cinema Advertising offers brands the opportunity to add the 4DX dimension to their campaigns in cinemas. Justin Inglis, national sales manager for Cinevation and Popcorn Cinema Advertising explains that Popcorn Cinema Advertising is the media owner who sells cinema advertising airtime prior to the movie on big screens. “Popcorn Cinema Advertising pitched a 4DX campaign idea to Jaguar. Jaguar then briefed Popcorn on the Jaguar F-Type SVR campaign once the car was ready to be launched,” says Inglis.
Jaguar had the perfect campaign and car launch ready to be flighted. Once the advertising campaign was concluded, Popcorn Cinema Advertising then facilitated in sending storyboards to Jaguar which indicated which elements of the commercial would be used in the 4DX cinemas.
Inglis explains that once a suitable commercial has been identified, it is sent to CJ 4DPlex in Seoul which then encodes the commercial. Once Popcorn receives the completed commercial from CJ 4DPlex, it is uploaded to the various sites and slotted into the correct position on the ad reel. The software is owned and used by CJ 4DPlex. “They supplied the equipment for the 4DX Cinema as well as encoding the Jaguar commercial into 4DX.”
This campaign offer was on the table but Inglis says that the industry that seems most interested is the motor vehicle industry. “4DX gives the manufacturers the opportunity to drive interest in the brand by providing the cinemagoer with a simulated test drive, which is one of the primary ways to drive car sales. We look forward to getting more advertisers on Popcorn Cinema Advertising’s exclusive 4DX platform.”
Inglis says that the concept of 4DX is that of a fully immersive cinema experience whereby the cinema technology makes use of all of one’s senses. “This is a great opportunity for advertisers to engage with views on a completely new level,” he adds.
The companies involved in South Africa’s first 4DX campaign included Mindshare, Jaguar, Popcorn Cinema Advertising, Nu Metro and CJ D4Plex. All companies are based in Johannesburg, except CJ 4DPlex which is based in South Korea.
