A New ‘Fourth’ Dimension of Cinema Has Arrived – And You’ve Never Felt Anything Like It

See, hear, feel and smell your way through the latest blockbusters with the launch of 4DX enabled theatres – exclusively at VOX Cinemas

DUBAI, UAE, 5 January 2014 – Have you ever wondered what it feels like to be in a mid-air battle with Iron Man, to feel Katniss Everdeen’s arrow speed past your face, or how it smells inside a Hobbit’s home? Cinema in the UAE is about to enter an entirely new dimension. 4DX, the most immersive, engaging and sensational cinema-going experience you have ever had, and its launching exclusively with VOX Cinemas. The first 4DX enabled sensory cinemas is open now in Dubai at Mirdif City Centre and Deira City Centre, with at least two more locations opening in 2014.

Gone are the days of simply sitting back to watch a movie – with 4DX, all five senses are engaged, making audiences feel like they are a part of the movie itself. The seats are fitted with multiple motion simulators, perfectly synchronised with the on-screen action. Movie-goers will feel every jolt and tremor along with the characters on the big screen. Specially fitted mechanics around the seats mimic exactly the on-screen environment, making it possible to experience fog, rain, wind and even thunder and lightning, all in the comfort of the theatre. Finally, guests can also sniff their way through the movie – various scents are programmed to waft under your nose, enhancing the experience and complementing what viewers see on-screen.
“The launch of 4DX in the UAE is absolutely ground-breaking – movie-goers in the region will have never experienced anything like this before in their lives,” said Cameron Mitchell, CEO of Majid Al Futtaim Cinemas. “Audiences will feel like they are a part of the movie, surrounded by the effects. We are delighted that VOX has been able to partner with CJ 4DPLEX from Korea to bring this incredible concept exclusively to the UAE audience.”

“VOX Cinemas prides itself on bringing the latest and the most innovative movie concepts to the region – and there is no doubt that 4DX is the most exciting one we have ever introduced,” added Cameron Mitchell. “We are certain that the concept will be incredibly popular here in the UAE. Our audiences have an insatiable appetite for innovation, and 4DX will not disappoint. This amazing technology has pushed the boundaries of cinema-going and it offers an entirely new and exciting prospect – for film-makers and audiences alike.”

“We are pleased to introduce a premium 4DX experience for the first time in the Middle East through our partnership with VOX Cinemas,” said Byung Hwan Choi, CEO of CJ 4DPLEX. “With 4DX, which appeals to all five senses, VOX Cinemas will reinforce its position as a landmark theater in the region, making movie going an entirely new experience.”4DX launched in 2010 in Seoul, Korea, and since then over 600 million people worldwide have experienced movies with a fourth dimension, in 80 locations across 22 countries. The concept has been hugely popular, and this year alone 4DX screens have opened in Croatia, India, Venezuela, Ukraine, and now here in the UAE. An additional 90 screens are scheduled to open globally next year, and there are plans to expand to 300 screens by the end of 2015.

4DX offers a complete visual, aural and tactile experience to the latest blockbusters, and lends itself perfectly to high-action movies. This year’s releases of Iron Man 3, and Fast & Furious 6 – which VOX Cinemas will bring back in 4DX for a limited time, set occupancy records for 4DX globally and upcoming releases of 47 Ronin, Paranormal Activity 5, Lego, Pompeii, Captain America 2, The Amazing Spiderman 2 and X-Men Days of the Future are set to do the same for 2014.

To book your tickets and for more information visit www.voxcinemas.com/4dx

About Majid Al Futtaim Cinemas
VOX Cinemas is the Middle East’s most innovative and customer-focused cinema experience featuring high-resolution digital projection systems, immersive digital 3D content, expansive VOX MAX screens, as well as premium VIP, VOX GOLD and value-oriented seating alternatives. Private cinema screenings are also available with myVOX located at Deira & Beirut City Centre. With 77 screens currently across eight locations in the UAE, and 15 screens in Beirut, the VOX Cinemas experience includes extensive dining choices from VOX Cafes as well as traditional candybar offers, and an extensive menu attached to their VOX GOLD ultimate cinema experience. VOX Cinemas is owned and operated by Majid Al Futtaim Cinemas, which is the cinema arm of the wider Majid Al Futtaim Ventures group of businesses. Majid Al Futtaim Ventures is the growth engine responsible for developing new enterprises to deliver the most innovative concepts to the Middle East.

About 4DX® CJ 4DPlex
CJ 4DPlex is based in Seoul, South Korea, with offices in Los Angeles, CA. The company provides 4DX® cinema systems for exhibition partners along with 4DX® codes of major Hollywood titles. Each auditorium incorporates motion-based seating synchronized with over 20 different effects and optimized by a team of skilled editors, maximizing the feeling of immersion within the movie. A visit to the 4DX® brings a virtual journey through an all-encompassing experience not limited to just audio and video. 4DX® presents an all-five-senses immersive cinematic experience allowing everyone to connect with the movie and experience special effects through motion, wind, fog, lighting, and scents that enhance the visuals on-screen. Since 2009, there have been more than 100 Hollywood titles which were showed into 4DX.  As of today, there are more than 11,000 seats across 90 sites in 22 countries. For more information, please visit: www.cj4dx.com.