Movie audiences won't find 4-D effects on most films. The company is part of a South Korean conglomerate, CJ Group, and also programs the additional effects that are tailored to each movie. The idea is to "enable a completely immersive event that transcends the traditional cinema experience," according to a CJ 4DPlex Co. The technology also provides scents, including coffee, flowers, gunpowder - and burning rubber for those ubiquitous chase scenes. There are atmospheric effects, such as wind, piped-in "fog," strobe lights for lightning flashes and even shots of fine water particles. It includes seats that rise and fall, tilt side to side, and move back and forth to mimic the feeling of a high-speed car chase or an airplane flight. Marcus Theatres is using a system created by CJ 4DPlex Co. With 4-D, movie goers pay higher prices - $8 is a typical surcharge - for the added special effects. "It's touching pretty much all of the senses," he said. That 4-D auditorium will hold around 130 seats, he said, and amounts to a lab for the company to experiment with the technology. Work is to begin this month on renovating one auditorium at the 19-screen Gurnee Mills Cinema, with 4-D films to begin showing there in November, said Rolando Rodriguez, Marcus Theatres president and chief executive officer. is opening the Midwest's first 4-D cinema in Gurnee, Ill., about an hour's drive from the company's downtown Milwaukee headquarters. The special effects are spreading from other countries to the United States, which has showcased the technology at some theme park attractions for a couple of decades but which has just a few 4-D general release movie theaters. Welcome to 4-D films, Hollywood's latest technology designed to grab more dollars from movie fans. Now, with new effects creating what movie-makers call a fourth dimension, that scene becomes a thrill ride - with cinema seats shaking and tilting, and wind gusts blowing through the audience to simulate flight. In the film's 3-D version, the action seemingly leaves the screen, creating the feeling of coming close enough for moviegoers to touch. The opening scene of this summer's blockbuster "Mission: Impossible - Rogue Nation" features actor Tom Cruise famously clinging to an airplane's door as it soars on takeoff.
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