Shaking seats and piped-in fog: How 4DX is carving out a niche moviegoing market

Moviegoers Seek Premium Experiences and Willing to Pay More for Them #

Moviegoers are returning to cinemas after the pandemic with a desire for premium experiences, such as higher-quality picture and sound, and are willing to pay more for these tickets. One option for a premium experience is 4DX, which utilizes motion seats, practical effects, and sensory elements to immerse viewers in a movie. The 4DX experience costs an average of $8 more than traditional ticket prices but does not seem to deter audiences. This immersive experience is particularly attractive to younger demographics, and cinemas are relying on such offerings to lure back moviegoers.