Cincinnati's 1st 4DX theater gives moviegoers a wild ride
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A moviegoer is surrounded by fog, one of many effects created by the 4DX system. Photo: Gary Friedman/Los Angeles Times via Getty Images
Kings Island isn't the only place around Cincinnati where you can strap in for a wild ride. Now you can do it at the movies, too.
Why it matters: Ohio's first 4DX auditorium brings the immersive movie format — and another attraction — to Greater Cincinnati.
What to expect: The 95-seat B&B Theatres auditorium in Liberty Township adds physical effects to the moviegoing experience.
- Seats pitch, roll, lean and vibrate with the action, while effects can include wind, smoke, strobe lights, scents and water.
Case in point: Videos of people watching "The Odyssey" in 4DX have been hard to miss.
What they're saying: "It's all about creating a full-sensory kind of experience," B&B spokesperson Paul Farnsworth tells Axios. "You feel like you're involved in some way in the movie as opposed to just watching it."
💠Casey's thought bubble: I saw Zach Cregger's new take on "Resident Evil" Thursday night, and the theater effects mirrored what the main character experienced in the snowy mountains.
- The seats rumbled like I was running through uneven snow as cold air blasted through the auditorium.
- A surprise gunshot came with a blast of air by my right ear and a flash of strobe light.
The big picture: B&B has developed different moviegoing experiences since taking over the Liberty Center theater space in December.
- New amenities include heated recliners, its 270-degree SCREENX format and a kids-only screenPLAY! auditorium.
The intrigue: Its 4DX experience isn't available elsewhere in the state or region. The next closest appears to be in Chicago.
- That's part of the reason B&B picked this market, Farnsworth says, as the company sees potential in drawing moviegoers to Butler County.
- Farnsworth pointed to B&B's 4DX theater in Red Oak, Texas, which draws customers from across the Dallas area and beyond.
Yes, but: 4DX isn't for every movie — or every moviegoer, Farnsworth says. B&B notes action, horror and animated movies tend to work particularly well.
- "My son, he's 14; it's his favorite way to watch a movie," Farnsworth says. "For me, I'll be honest with you, it's not. I want to sit in a big leather recliner, put my feet up, eat my popcorn undisturbed."
What's playing now: The lineup includes "Resident Evil," "The Odyssey," "Spider-Man: Brand New Day," "Cars 20th Anniversary" and "Avengers Endgame: Encore."
If you go: 4DX costs $8 more than a standard 2D ticket, and $9.50 more for 3D.
- Covered drinks are required (B&B recommends securing anything that could fall or spill) and moviegoing etiquette is still expected.
The bottom line: "It's still a movie," Farnsworth says. "It's certainly a unique experience, but it's one we want everyone to be able to enjoy."