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Iron Man 3 in Smell-O-Vision: 4DX hits Japanese theaters

Iron Man 3 in Smell-O-Vision: ...
4DX will hit Japan for the first time for the release of Iron Man 3 (Picture: Marvel Studios)
4DX will hit Japan for the first time for the release of Iron Man 3 (Picture: Marvel Studios)
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4DX will hit Japan for the first time for the release of Iron Man 3 (Picture: Marvel Studios)
4DX will hit Japan for the first time for the release of Iron Man 3 (Picture: Marvel Studios)

Iron Man 3 will become the first film in Japan to be screened in the new 4DX format when it opens in movie theaters next week, according to Hollywood Reporter. A sort of Smell-O-Vision plus, the 4DX format supplements moving pictures and sound with an array of effects, including smells, wobbly seats, strobe lighting and bubbles.

Perhaps wobbly seats is a little unfair. Chairs geared for 4DX roll, pitch and yaw, to reflect the onscreen action, though I rather like the idea of being thrown wildly about through Pride and Prejudice or some other talky period drama.

Aquaphobes are advised to steer clear: 4DX-equipped theaters can apparently blast jets of air and water at the heads of unsuspecting film-goers. Surely, then, special editions of Singin' in the Rain and The Poseidon Adventure are crying out to be made, though I, for one, would've paid good money to be distracted by an arcing jet of ice-cold water in my face for the full 136 minutes of The Phantom Menace.

Strobe lighting, smoke, bubbles and aromas round out the effects, the format supposedly capable of emitting 1,000 different scents.

As with 3D, Japanese audiences will be asked to pay more for the privilege of sensory overload, to the tune of an extra ¥1,300 (US$13) for 3D versions of the films (and about $10 more in 2D). The format has already been installed in theaters as far flung as China, Russia, Mexico, Thailand, Israel and South Korea where the system was developed by CJ Group.

The 4DX format should launch in the US later this year, though film-goers can get a taste of almost all of the effects by attending a screening filled with unsupervised teenagers.

Sources: Hollywood Reporter

You know - I just want to go to a movie with an immersive story, great visuals, and great sound. I don't NEED 3D; I don't WANT smell-o-vision; I don't WANT jiggly seats.
Very well-written article! I was cracking up the whole time. I'm not a fan of the 3D stuff, but the rumble-seats and smello-vision actually sounds pretty interesting to me. The bubbles seem pretty "Japanese animation".... perhaps a little over-the-top and "cute". Looking forward to 4D, but it could be a huge flop.
Ian King
interesting concept!
Tyler LeCouffe
I saw an Oz preview in Disney California Adventure. Some of the effects are very cool like the wind and strobe (simulates lightning). I've been in the ones with the water and jiggly seats as well... the ones with stationary seats are my preference. I can live without the water, but the added light and wind is definitely immersive. Verdict is still out on smell-o-vision.
Roderic Langer
Yeah, I did the Disney 4D experience in several of their attractions and have to say that they were actually FUN. It was hilarious to see the whole audience jump in their seats as mice were released on the screen and apparently went running past peoples ankles on the floor (puffs of air near our feet). Of course, my daughter (4 at the time) found a spitting bug (water in our face from the ceiling) to be "Rude!" and immediately left the theater with her mother in hot pursuit to stop her. Overall, it's a fun concept. I think smell would be interesting as it's subtle, but the sense of smell is VERY powerful and I think that that would engage an audience even more.
Eric Ivins
I saw Pacific Rim in 4DX in Seoul Korea and it was a lot of fun. Definitely not something for every film, but for a film like Pacific Rim, it fits. Wish I could have seen Iron Man 3 4DX, but movies don't stay in theaters very long in Korea.