March 9th saw a revolutionary moment in cinema history as the first set of D-Box seats were installed in our very own Cineworld Glasgow making it the first UK cinema to offer what has been called a '4D experience'.
Since the instalment there are currently 35 D-Box fitted seats in the Renfrew Street Cineworld. These seats cost an extra £4.50 (you can decide yourself if you think its worth it!) and it basically enhances a 3D movie such as John Carter (the box office flop) with movement and vibration seats. John Carter was the first film to be D-Box enabled and the next to come is Avengers Assemble (produced by Marvel Studios and predicted to be a great success). According to DVD Intelligence; "To date, D-Box Motion Code is available on over 900 titles and many prominent Hollywood studios have started embedding D-Box Motion Code on Blu-ray format and theatrical releases."
After Cineworld Glasgow, six other Cineworlds, it has been announced, will be equipped in this cutting edge technology including Crawley, Milton Keynes, The 02 Greenwich London, Castleford West Yorkshire and Didsbury Manchester.
So the science-y stuff, films that are embedded with the D-Box Motion code programming send frame-by-frame encoded instructions to the seats on which your bottom perches which then move in a synchronised motion to the action you see on the screen. Pretty clever huh? Apparently this new advancement will get your senses quivering "..through the power of movement and feeling, creating a multi-sensorial revoloution in film watching."
Cineworld CEO, Steve Wiener, has said that they are "..absolutely delighted to be the first cinema chain in the UK to introduce the cutting edge D-Box technology and provide a fourth dimension to the cinema experience."
Personally I think that the whole idea is a little out there and I'm not sure if we're quite there yet as a nation. I don't particularly enjoy 3D films as most of the time I feel for the £8.50 I paid that I'm missing a dimension. However, in saying that, I probably would pay that extra £4.50 just to see Robert Downey Jr. dressed as Iron Man/Tony Stark in 4D. I'll leave you to watch the trailer for the D-Box so you can decide for yourself...
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