If you think watching a movie on your living room TV is just as good as going to a movie theater, you may have to think again. Breakthroughs in movie theater technology are taking audiences to new heights—and in this case, widths as well.

 CJ 4DPLEX, a South Korea-based producer of premium film formats and cinema technologies, and B&B Theatres, America’s fifth largest theater chain, have announced two new premium auditorium openings at B&B’s recently opened Red Oak 12 multiplex in Red Oak, just south of Dallas. 

One auditorium features “the largest 270-degree panoramic ScreenX auditorium in North America.” The other offers North Texas’ first “effects-enhancing 4DX auditorium.” They’re just part of the attractions at the new multiplex, which also features a 16-lane bowling alley, pickleball courts, bocce ball, an arcade, party rooms, and a bar and restaurant.

‘Multi-projection cinema’

ScreenX is said to be the world’s first “multi-projection cinema,” revolutionizing the movie-going experience by transporting audiences into the heart of the action. It does that by extending scenes from the film onto the left and right walls of the auditorium.

The new ScreenX auditorium at the Red Oak 12 is the chain’s thirteenth ScreenX location, and the largest in the U.S.—with “250 heated luxury recliner seats and a massive screen that’s 7 stories wide and 4 stories tall.” 

“Were excited to partner with our long-time partner, B&B Theatres, to open the largest ScreenX in North America and the very first 4DX auditorium in the Dallas-Fort Worth area,” CJ 4DPLEX Americas CEO and President Don Savant said in a statement. “With the groundbreaking and differentiated technologies of ScreenX and 4DX, CJ 4Dplex is transforming the way consumers watch movies in theaters in the U.S. and around the globe.”

Headquartered in Seoul, South Korea, CJ 4DPLEX has international offices in Los Angeles and Beijing.

4DX auditorium offers ‘motion and environmental effects’

Red Oak 12’s second new auditorium experience features 4DX and is B&B Theatres’ first-ever location to debut the technology. The multi-sensory format “transcends the traditional moviegoing experience by incorporating over 21 synchronized and unique motion and environmental effects like vibration, water, wind, snow, lightning, and scents, among others,” CJ 4DPLEX said.

Brock Bagby, president and chief content, programming, and development officer for Liberty, Missouri-based B&B Theatres, said innovation is one of his company’s “core values.”

“And we can’t think of anything else in this industry that is more innovative than ScreenX and 4DX,” he added in a statement. “These cutting-edge technologies offer an amazing moviegoing experience you can’t replicate at home. We want to offer a unique experience for our guests and North America’s Largest ScreenX and the first 4DX theatre in Dallas does just that.”

In October, Bagby was elected as the board chair of the National Association of Theatre Owners’ executive board of directors. 

B&B’s Red Oak 12 multiplex is located at 615 N Interstate 35-E in Red Oak. 

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