Xfinity's Wicked Campaign Brings 4DX Brand Spot to US Cinemas

National CineMedia, in partnership with CJ 4DPLEX and Regal, has launched the first U.S. 4DX brand spot, "Stay Connected to Your Dreams," in select Regal 4DX theaters. The heightened sensory experience is designed to connect the Xfinity brand with highly sought-after moviegoing audiences, celebrating Universal Pictures' new cinematic event Wicked. The spot features dynamic on-screen visuals, synchronized motion seats, and environmental effects like bubbles, wind, and lightning.

As the world continues to evolve, so too does the way we consume entertainment. One innovative partnership is revolutionizing the moviegoing experience by merging cutting-edge technology with the magic of the big screen. In collaboration with CJ 4DPLEX and Regal, National CineMedia (NCM) has recently launched the first U.S. 4DX brand spot for Xfinity, showcasing dynamic visuals, synchronized motion seats, and immersive environmental effects in select Regal 4DX theaters [1].

The advent of 4DX technology has transformed the way we experience movies. By incorporating various motion and environmental effects, 4DX provides a heightened sensory experience that goes beyond the standard moviegoing format. According to CJ 4DPLEX, their cutting-edge 4DX premium format utilizes over 21 unique motion and environmental effects, including vibration, water, wind, lightning, and scents [1].

NCM's collaboration with CJ 4DPLEX and Regal serves to connect the Xfinity brand with highly sought-after moviegoing audiences. The partnership celebrates Universal Pictures' new cinematic event, Wicked, by showcasing the innovative 4DX technology in select Regal 4DX theaters. The brand spot features dynamic on-screen visuals, synchronized motion seats, and environmental effects like bubbles, wind, and lightning [1].

The introduction of the 4DX brand spot at Regal Times Square marks a significant milestone in the partnership between NCM, CJ 4DPLEX, and Regal. The complex, located in the epicenter of New York City, is the first in North America to house two 4DX theaters, with a total of 424 seats [1]. The new theater boasts a record-breaking capacity of 296 seats, more than double the average amount of seats in a standard 4DX theater [1].

The success of the 4DX format is evident in its recent financial performance. In 2023, the format brought in close to $50 million at the box office with an average PSA of $937,000 per location across 53 screens [1]. With the recent launch of the Xfinity brand spot, the partnership between NCM, CJ 4DPLEX, and Regal is poised to continue expanding and delivering an unparalleled moviegoing experience to audiences.

References:

[1] PRNewswire. (2024, February 29). CJ 4DPLEX and Regal Open the World's Largest 4DX Auditorium in Times Square. https://www.prnewswire.com/news-releases/cj-4dplex-and-regal-open-the-worlds-largest-4dx-auditorium-in-times-square-302076667.html