MX4D Experience

MX4D is new film technology that tries to immerse a viewer even further into the movie by adding many different effects that give the illusion that the audience experiences what happens on screen. The seats move with every action: dipping during drone dives, shaking with explosions and gunshots. If a characters dives into the ocean, water sprays from the seat; in a murky environment fog is emitted from the room; if there is a blizzard snow will drop from the ceiling.

My impression before experiencing MX4D was that it would be a very interesting experience. I wasn't entirely sure if it would enhance my immersion and that it would mostly be a gimmick, but it would be a fun time. Actually experiencing it, I really liked the movement of the seats; it didn't always completely match up to the screen, but I did feel it helped me get into the action. Some of the other effects were more gimmicky, such as the fog, snow, and water spray, which seemed to be more distracting than engaging. Beforehand I thought that the movie would be in 3D as well, and come with 3D glasses as well. I was surprised to learn that visually the movie was still in 2D. I feel like the 4D elements would have been less distract if there was a 3D screen instead of 2D. The seats were probably my favorite part of the experience, as it felt like a rollercoaster ride; it reminded me of the rides you would find at Disney World or Universal. My least favorite element was the fog, mostly because I was sitting at the very front so it went directly into my face and had a distinct smell.

I hadn't seen Justice League prior to the MX4D showing, and I wasn't initially planning on seeing it. I feel that it only partially enhanced the movie, as the seat drew me in but the other elements drew me out. I feel that it particularly works for superhero movies, or for movies that have a lot of action. In terms of Justice League it did well in that aspect. The actual film was alright, it wasn't awful, but it wasn't great either. The main issues of the film could not have been fixed with added effects, but mainly with a better script with more character depth and plot emphasis.

MX4D would be very cool to utilize with action movies or popcorn flicks, as in those contexts they can truly add to the film's spectacle. Other than that, I feel that the technology wouldn't really add much else, as it can often be distracting. It would be particularly inappropriate in movies where the plot or character development are exceptionally important, as it might reroute the audience away from what's important in the film and leave viewers confused. Since I mostly enjoy movies for these factors, I would prefer seeing the movie in 2D rather than 3D or MX4D, simply to avoid any possible determents of my focus.

As far as encourage movie watchers to return to the cinemas, I believe that the best answer is to provide a customizable and comfortable experience. The main reason people are skipping the theaters is not due to laziness, but that most people prefer to watch something alone or with close friends, opting for comfort instead of being with public crowds. I feel that Alamo Drafthouse is the best in dealing with this, as not only do they have strict guidelines for audiences to promote an optimal viewing experience for everyone, but they often hold events to make seeing a movie more memorable (such as an IT showing where everyone dresses as a clown). Drawing on social events and creating a more traditional, cultural environment is a promising path for cinemas today.