![]() ![]() A brief history of film competing with television The advent of television pushed movie studios and theaters to come up with new formats that could compete, such as the ultra-widescreen Cinemascope. This is 4DX, just the latest in a long series of attempts by movie theaters to compete with your living room by offering an experience your living room can’t provide. We want to believe this will be a good time, but it’s also not at all what we’re used to. Many of us, it would seem, are with me, but we’re also with that guy. “That was fun!” a guy near the front exclaims when the commercial is over. “This shouldn’t be happening!” The ad seems intended to shake off the weak of will and spirit, who might prefer a screening of the film that isn’t also a theme park ride. I’m gripping my seat my body isn’t used to the notion of movie theater seats moving. We see a man in his theater seat join the chase, rocketing after the cars, obviously enthralled. Then, the scene plays again, with every seat in the theater bucking and vibrating in time with the action. The action stops, and the words “Missing something?” appear onscreen. Two cars race down city streets, a scene we’ve all watched a million times before. It’s an ad for what’s about to happen to me, even though I’m already settled in my seat and part of a presumably captive audience. At the downtown Los Angeles movie theater where I’m seeing The Fate of the Furious, a brief commercial plays before the film. ![]()
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