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| CJ 4D Plex CEO Choi Byung-hwan |
CJ 4D Plex seeks partnership with China's Wanda Group
By Park Si-soo
Cinematic technology is evolving in a way that makes audiences feel like they are actually in a movie.
Three-dimensional films proved their marketability with sci-fi flick "Avatar," a box office hit in 2009. Filmmakers and distributors have since been pressed to develop another breakthrough to get viewers more immersed.
Some see wider screens as a next step, while others believe in high-powered sound systems.
CJ Group, a food and entertainment conglomerate here that owns the nation's biggest cinema chain, CGV, is betting on four-dimension (4D) technology. The state-of-the-art technology delivers a highly immersive experience, with motion chairs and multisensory environmental effects such as wind, bubbles, lightning, fog and rain, among others, finely tuned to the action on the screen.
CJ 4D Plex is the group's affiliate committed to developing 4D-related technology and equipment. It operates 140 screens, with about 20,000 seats designed for 4D movies in 30 countries, including China, Mexico, Russia, Brazil, the U.S. and the United Arab Emirates.
The Seoul-based company is trying to expand in six "trend-setting" nations ― the U.S., the United Kingdom, Germany, France, China and Japan ― to make 4D mainstream. To that end, the firm is aggressive in seeking a strategic partnership with Wanda Group, China's biggest real estate developer and the world's biggest cinema chain operator. Wanda owns American movie theater chain AMC.
"I believe 4D will be the next big thing," Choi Byung-hwan, CEO of CJ 4D Plex, told The Korea Times at his office in Jongno, downtown Seoul. "It's hard to guarantee the best cinematic experience only with wide screen or a high-powered sound system. It's possible only when the two are combined, along with other supportive technologies such as motion chairs and special effects. So I would say 4D is the best solution without alternative, at least for now."
CJ 4D Plex is considered one of the leading companies in the segment.
"We have engaged in the (4D) business since 2009," Choi said. "During that time, we have experienced numerous trials and errors, which made it possible for us to build solid ground to sharpen competitiveness."
He said the company can control 1/1000th of a second of motion chair movement and has developed 13 environmental effects.
"Still, there is a long way to go," he said. "We are doing everything we can to advance 4D technologies. I don't rule out the possibility that we will take over companies with relevant technologies."
The company plans to open 120 4D screens this year. It aims to run more than 800 4D screens around the globe by 2017.
Three-dimensional films proved their marketability with sci-fi flick "Avatar," a box office hit in 2009. Filmmakers and distributors have since been pressed to develop another breakthrough to get viewers more immersed.
Some see wider screens as a next step, while others believe in high-powered sound systems.
CJ Group, a food and entertainment conglomerate here that owns the nation's biggest cinema chain, CGV, is betting on four-dimension (4D) technology. The state-of-the-art technology delivers a highly immersive experience, with motion chairs and multisensory environmental effects such as wind, bubbles, lightning, fog and rain, among others, finely tuned to the action on the screen.
CJ 4D Plex is the group's affiliate committed to developing 4D-related technology and equipment. It operates 140 screens, with about 20,000 seats designed for 4D movies in 30 countries, including China, Mexico, Russia, Brazil, the U.S. and the United Arab Emirates.
The Seoul-based company is trying to expand in six "trend-setting" nations ― the U.S., the United Kingdom, Germany, France, China and Japan ― to make 4D mainstream. To that end, the firm is aggressive in seeking a strategic partnership with Wanda Group, China's biggest real estate developer and the world's biggest cinema chain operator. Wanda owns American movie theater chain AMC.
"I believe 4D will be the next big thing," Choi Byung-hwan, CEO of CJ 4D Plex, told The Korea Times at his office in Jongno, downtown Seoul. "It's hard to guarantee the best cinematic experience only with wide screen or a high-powered sound system. It's possible only when the two are combined, along with other supportive technologies such as motion chairs and special effects. So I would say 4D is the best solution without alternative, at least for now."
CJ 4D Plex is considered one of the leading companies in the segment.
"We have engaged in the (4D) business since 2009," Choi said. "During that time, we have experienced numerous trials and errors, which made it possible for us to build solid ground to sharpen competitiveness."
He said the company can control 1/1000th of a second of motion chair movement and has developed 13 environmental effects.
"Still, there is a long way to go," he said. "We are doing everything we can to advance 4D technologies. I don't rule out the possibility that we will take over companies with relevant technologies."
The company plans to open 120 4D screens this year. It aims to run more than 800 4D screens around the globe by 2017.
