“Back ticklers” in the seats thump as an astronaut dodges fireballs and rolls on the ground. A strobe light flashes and huge fans expel gusts of air reeking of smoke and gunpowder.
In the latest bid to attract moviegoers back to multiplexes, where 3-D — featured in hits such as “The Avengers” and“Men in Black 3”— is already the norm, technology and entertainment companies are pushing a new system known as 4-D.
At the leading edge of the technology is South Korean conglomerate CJ Group, which operates Asia’s largest theater chain and has set up a laboratory near Grauman’s Chinese Theatre in Hollywood to demonstrate and market its 4DX system. Read Article 4-D movies: Next big thing for U.S. theaters? – latimes.com.