FILM NEWS: Renfrew Street To Offer Good Vibrations

Cineworld, easily the most newsworthy of the UK cinema chains, having recently rolled out their own IMAX screens and accidentally projected a The Devil Inside trailer to a room-full of terrified children, are once again making headlines with the news that it is to introduce its Glasgow customers to poor, chronically misunderstood 4D.

Before you shrug too nonchalantly, this isn’t the same fourth dimension supposedly embraced by Robert Rodriguez’s Sky Kids 4, who apparently got his dimensions and senses muddled up with promises of “Aromascope”, but a new sense altogether. While customers may not be able to smell precisely what The Rock is cooking in the still showing Journey 2: The Mysterious Island, this new technology might at least enchance his pec pop as it endeavours to introduce vibrations into the cinemagoing experience.

According to Best for Film, the Renfrew Street site in Glasgow city centre will be fitted with 35 of the new seats, each developed by simulator specialists D-Box to enhance films such as Disney’s upcoming John Carter. The developers claim that over 900 films are already compatible with the supposedly innovative technology, which will synchronise the chair’s movements with the action onscreen, presumably akin to instruments like the N64’s Rumble Pack. You know, from 1996.

I can’t be alone in wishing Cineworld’s priorities lay elsewhere. With just about every screening marred by some sort of technical difficulty – whether it’s broken heaters, faulty seating or incompetent projection – would their money not be better spent actually training staff and fixing the seats that they already have? Not that there isn’t of course motivation beyond customer satisfaction. With the 3D backlash well underway, and movie piracy as big a problem as ever, Cineworld will quite naturally be banking an additional £4.50 for every ticket.

Seriously, what’s next? Sprinklers for when it rains?


About popcornaddiction
I am a psychology graduate, a News Writer for HeyUGuys/BestforFilm and, most importantly, a hopeless popcorn addict.

One Response to FILM NEWS: Renfrew Street To Offer Good Vibrations

  1. Pingback: February 2012 – Wow, that was such an expensive looking explosion! « popcornaddict

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