Durban's 4DX cinema to open soon

Durbanites will now also be able to experience the revolutionary 4DX-format with Allegiant as its opening title – releasing in 4DX from 18 March at Nu Metro The Pavilion. It promises to give cinema-goers an adrenalin-fuelled, multi-sensory, digital 4D movie experience like no other.

Nu Metro Cinemas signed an agreement with CJ 4DPLEX, creator of 4DX last year – the world’s first 4D cinema technology for feature films – a partnership that for the first time brings 4DX to Africa. 4DX, which uses motion, vibration, water, wind, lightning, scents, and more to provide movie-goers with a truly immersive experience - has been expanding at a fast pace and, with this deal, will be available in 182 auditoriums across 34 countries, with a goal to reach 300 auditoriums by the first half of 2016.

“Nu Metro Cinemas would like to extend a big thank you to the thousands of customers who have supported 4DX with sold-out shows in Cape Town during the past few months. We wanted to give South Africa a truly immersive cinema experience, and it has been embraced as such,” stated Nitesh Matai, GM of Nu Metro Cinemas. “4DX fulfilled those expectations as the new 4DX cinemas involve all five senses for consumers to enjoy a cinema outing like nothing else they’ve seen, heard, or felt before. We are now very excited to open the second 4DX cinema in Africa at our state-of-the-art cineplex in Durban’s The Pavilion shopping centre. Get ready KZN, it is going to exceed your wildest cinematic expectations!”

Adding new features

“4DX continues to out-deliver non-4D feature film performances around the world, as it expands into new markets, and now to its fifth continent,” said Byung Hwan Choi, CEO of CJ 4DPLEX. “Nu Metro Cinemas has recently been adding new features and expanding its reach, and we look forward to working with them as both companies continue to grow.”

Nu Metro’s head of technical was sent to Seoul for three weeks specifically to train for certified status to manage the installation of 4DX technology locally. An existing cinema at Nu Metro The Pavilion is in the process of being converted to a world-class 4DX cinema. This process involves the installation of cutting-edge screen and sound technology, special seating pods and other equipment required for the 4DX sensory overload.

The films screened in 4DX will be in HD/2D and Digital 3D on a silver curved wall-to-wall screen (9.7m wide x 5.2m high). Its audio system has been upgraded to a Dolby CP750 with 7.1 full surround sound. The Barco projector used in the cinema now also uses an upgraded lamp for brighter picture in both 2D and 3D.

“We had to install a complete new steel floor structure to be able to handle the 0.3G-force the unit moves with; as well as water, air and scent lines. The complete system uses 24 computers (one in each of the 21 seats, a motion PC, a monitor PC and a screen server). The ‘force’ utilises Servo motors and transducers, and not hydraulics, making the movement much smoother and more active. South Africa is in for a total new way of watching movies!,” explained Johan van Staden, Nu Metro Cinemas’ head of technical.

Additional features recently introduced by Nu Metro Cinemas at its other sites in South Africa include Scene Xtreme – which features Dolby Atmos/Auro 11.1 sound, RealD’s new PWS screens, world-class digital 3D technology as well as 4K Ultra High Definition projection – and Scene VIP – adding luxurious, recliner seating, a VIP lounge/bar and an à la carte menu to the cinema experience at select locations.

For bookings and other cinema info, call 0861-CINEMA (234362) or go to numetro.co.za