Film Journal (December 9, 2016)
CJ 4DPLEX, an immersive theatre technology featuring moving seats and environmental effects, has bolstered its presence in the Asian market by signing a new partnership with SM Cinema in the Philippines and a rollout agreement with PVR Ltd (PVR Cinemas) in India. The announcement was made at the CineAsia trade show in Hong Kong.
SM Cinema is the Philippines’ largest chain of cinemas. The exhibitor holds a market share of 50%, operating 320 screens at 59 sites nationwide. In partnership with 4DX, SM Cinema will launch 14 4DX auditoriums, seven of which are expected to open by the end of 2019.
“Garnering more than 50% of the Philippines’ total cinema market share, SM commits to provide endless means for Filipinos to celebrate life,” said Edgar Tejerero, president of SM Lifestyle Entertainment Inc. “Now, we proudly welcome 4DX, the global sensation for a revolutionary cinematic experience, as part of SM Cinema’s wide chain of exceptional and innovative movie preferences.”
PVR currently operates over 557 screens at 121 properties across 48 cities in India. The extended partnership between PVR and 4DX comes on the heels of a strong performance by the first 4DX site, which launched in New Delhi in March 2016. The new rollout includes the installation of 4DX in PVR Cinemas’ highest-grossing theatres in prime PVR locations in Bangalore and Mumbai.
“4DX offers an experience that is not only impossible to replicate at home, but also enhances the overall viewing experience. With more global exposure, the expectations of audiences are increasing as they look for added experiences that supplement the onscreen viewing. PVR, being an innovator in the cinema exhibition space in India, aims to fulfill this expectation by aligning itself with the world leaders in motion picture technology.” said Ajay Bijli, chairman and managing director of PVR Ltd.
“We are excited to announce the start of our business with these significant partners in each country. Asia is the biggest market for 4DX, where it is available at 201 auditoriums in 11 countries. With this new partnership and rollout plan, we will strengthen our standing in Asian market, the Philippines and India.” said Byung Hwan Choi, CEO of CJ 4DPLEX.