The Changing 4-D Theater
What you need to know when considering a 4-D/5-D attraction
by Markus Beyr
 4-D theater experiences can help leisure venues diversify their operations, offering something that appeals to a variety of audiences and can be installed in attractions big and small. Within the past few years, 4-D designers offered these theater experiences at a variety of price points, sizes, and themes. Additionally the flexibility of a 4-D theater allows facilities to tailor their offerings to suit any audience’s needs.
4-D took the popular 3-D film to the next level, featuring physical special effects through the theater seats, all synchronized with the film. Early examples of this technology include the “Honey I Shrunk the Audience” attraction at Disney’s Epcot and 1991’s “Jim Henson’s Muppet Vision 3D” in Disney’s Hollywood Studios, both in Orlando. The main effects found in 4-D seats are vibration, leg tickler, seat drop (seat drops used at one or several dramatic scenes in the movie), water spray, and air blasts from the front or back. Sometimes the specialized seats include seat poke (poke in the back or from the seat cushion), LED lighting, heat, or scents.
Media-based attraction suppliers then began adding a motion platform and using the marketing term “5-D” to describe an experience that differed from the 4-D attraction. This added element was common in simulators during the late 1990s but is experiencing a revival.
5-D allows guests to be immersed in a ride simulation with a film experience in the same theater. These attractions work best for facilities that want to switch out the movies frequently and appeal to a broad audience. For example, one can be found at the oldest amusement park in the world, Bakken Park in Denmark, and, since 2008, on all new Aida and Costa cruise ships.
While a 4-D film typically lasts around 10-14 minutes— enough time to tell a small story and make dramatic use of three-dimensional objects popping out of the screen— motion ride films are much shorter, running four to six minutes. This shorter format is still attractive for guests, and the minimal motion time keeps motion sickness incidents down.
Ask the Right Questions
When comparing different product suppliers, it’s important to find a company that offers a product that matches the look, feel, and professionalism of your facility. Here are a few questions to ask suppliers as you’re considering your options:
Does the 4-D/5-D seat comply with industrial standards such as Underwriters Laboratories for the United States, CE mark for Europe, or approval from TÜV, an international safety documentation company?
Is the water used in the special effects continuously cleaned and disinfected (for example, this alone can add $50,000 for a medium-sized cinema in technical infrastructure investment)?
Are spare parts and components industrialized and available worldwide?
Can I play films from any supplier; is it an “open system”?
Find Your Film
Films can be licensed, purchased from distributors, or often obtained directly from the technical attraction supplier company. While ride films can sometimes be bought for a site with a one-time-only paid price, 4-D movies are usually licensed yearly, where pricing is based on number of seats in the theater, number of movies shown, and length of licensing contract. It is important to ask your hardware supplier if the attraction has an open system: the ability to play any movie available on the market. And you should know what it will cost you to add programming to a system from a thirdparty film supplier. Adding programming can get costly when those details aren’t defined up front.
Get the Word Out
Depending on your facility and your film offerings, there are two main directions you can take with marketing a 4-D attraction. First, you can brand the entire theater based on the current movie, such as “Shrek 4-D” at Universal Studios Florida. Or, you can market the 4-D offering as a “several dimensions” experience with changing 4-D film titles and optional ride elements.
For the second option there are three typical groups of movies available that will attract different audiences: the short-ride film, the 4-D movie, and the educational 3-D film. Educational movies can fill your theater in the morning, when most entertainment attraction spaces have quite small attendance. This option is attractive for school field trips and special interest groups. Theaters can also be rented out for presentations or parties for additional revenue generation.
Markus Beyr has designed and installed more than 60 4-D/5-D attractions around the world. He co-owns high-tech entertainment companies, including Kraftwerk Living Technologies. He can be reached at info@markusbeyr.com.
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