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Cinemas are engaged in technology, with side images, giant screens or moving seats, to leave a mark on the viewer and cope with the growing competition from digital platforms.
At the Pathé Beaugrenelle cinema in Paris, the screening of The Ant Man and The Wasp is accompanied by shouts, laughter or applause due to the ScreenX and 4DX equipment.
Sometimes viewers – many teenagers – see the same time, images on the front and sides while the seats move and vibrate to accompany the action of the film. In addition, drops of water or gusts of warm air fall on them.
"It was magical!" Comments Gustavo Mattos, a 14 year old Brazilian. "You feel more part of the film, the sensations, all is advantages," says Benjamin Betito, 16.
C is the second room in the world (after that of Seoul) equipped with this technology of the southern group -Korean CJ 4DPLEX. Admission costs on average eight euros more (9, 4 dollars) and three more if you only have ScreenX.
4DX combines seat movements and sensory effects such as wind, rain and fog
It offers movies with a 270 degree viewing angle. This technology, created in 2012, is present in more than 145 theaters around the world, including 86 in South Korea and 44 in China.
— Seducing teenagers — [19659002] Another technology, the experience of the "Immersive Cinema Experience" (ICE), combines comfort and technology at a price varying between 8 and 15 euros (9.4 and 17.5 dollars). It typically includes reclining chairs, high-end laser projection, Dolby Atmos sound, and side-light panels for the viewer to enjoy an enveloping environment with Philips-invented LightVibes technology.
teenagers tend to keep the tablet, "says Jocelyn Bouyssy, general manager of the CGR group. "In order to keep the show in the theater incredible, new things must be brought to the public, especially young people," says François Bertaux, Director of Operations Pathé.
— World Trend – –
"Since we switched to digital projection, at the beginning of the year 2010, it is as if we had gone out the animals, there is not a week without a technological innovation being announced ", explains Jean. Marie Dura, author in 2016 of a report on "the cinema of tomorrow".
"It's really a global trend," mainly in multiplexer, led by the United States and Asia, he adds. Launched in this technological race, the Canadian IMAX, which boasted last March to have equipped 1,382 rooms in the world with giant screens, "clearly at the top," he says.
The American Dolby is one of its major competitors, with its Dolb and Vision technology, which covers a wide range of colors and contrasts (150 screens worldwide). Also noteworthy is the South Korean Samsung, which launched in March in Zurich a first 3D LED room (without projector) or French Ymagis, which has just equipped a first cinema in China of its technology EclairColor.
"All these innovations lead us every time" Jean-Marie Dura, "but it is not at the expense of higher quality films"
Source: AFP
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