I've seen a handful of movies on an AVX screen and a movie in a D-Box seat. So is the extra few bucks on an already expensive ticket price worth it? Really, the only way it would be worth it is if it enhanced the entertainment experience of the movie, or made the movie better. Of course, with the movie industry, nothing extra comes for free, so there is a premium tacked on to the ticket price of a movie to see it with one of these two new innovations. I think West Edmonton Mall has, or had, a similar thing as well. I remember as a kid going to Canada's Wonderland in Toronto and going on a ride called Days of Thunder, which was just basically a race scene from the movie Days of Thunder on a big screen and everyone strapped into these seats that moved with the action. That sounds cool too! Although they call this D-Box a breakthrough, it's really not. In one of the theaters there is fourteen seats wired to move and vibrate along with the action on the screen. Most major cities have one or two AVX screens that boast more comfortable seating, more leg room, more room to recline, bigger screens with sharper picture and better sound. AVX, claims Cineplex, is the ultimate way to see a movie. The first is called UltraAVX (audio video experience). But even (and thankfully) that's starting to fade now as the gimmick is again losing its charm with audiences and less and less people are paying the extra money for a 3D ticket if a 2D option is available.Ĭineplex Entertainment, the largest film exhibitor in Canada, seems to be anticipating all these things and has introduced two new ways to see a movie: In regards to the movie theater experience, that means new ways for people to experience movies.ģD was making a hell of a comeback since the original fad faded in 1955, then again in 1984 before IMAX and advanced digital techniques gave it a renewed look and Hollywood took that ball and ran, and ran, and ran, and ran. But for how long? What if movie production companies start striking deals with satellite and digital cable providers and you have the option to see new release movies at home? How big a hit would movie theaters and multiplexes take if our increasingly lazy and pampered society was given one less reason to leave the comfort of their homes? Like anything that wants to Darwinise itself, that is, make itself fit for survival, evolution and adaptation are essential. Well, amidst all this digital warfare, it seems the cinema, particularly the multiplex, is poised to outlive and outlast its younger brothers in movie entertainment. We've all seen the CD dying a slow but inevitable death for the last few years, Blu-Ray is pushing DVD out of the market and even companies releasing Blu-Rays are having to come up with more and more inventive and enticing extras to get people to go out and buy them. And if you don't care so much about quality, most new release big screen movies can be found and (illegally in some places) downloaded the same day they're released. Apple TV and Netflix, not to mention torrent sites, are making it much easier and cheaper to just download (in standard or high definition) movies from the internet, rather than go out and buy them new. Video stores are quickly becoming extinct, Rogers Video and Blockbuster, not to mention a whole host of locally owned shops have pretty much been snuffed out, with retail stores like HMV probably not far behind. With the rise of the digital format only gaining momentum, things are slowing down for entertainments that actually require people to leave their homes.
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