A Korean group is pushing new cinema-viewing experience

A customer, wearing VR glasses, has a 4DX experience at the show. [Photo provided to China Daily]

Imagine, you－wearing VR glasses－are immersed in a scene where you are being chased by dinosaurs and the earth under your feet is shaking.

This is what it feels like when 4D meets virtual reality.

South Korean entertainment conglomerate CJ Group demonstrated this technology at the Beijing International Radio TV & Film Exhibition last week.

4DX is a technology developed by CJ's 4DPlex division, which offers moviegoers a multisensory environment with 20-odd effects, including wind, bubbles and scents. Each chair is programmed for three basic movements－to heave, roll and pitch.

Choi Byung-hwan, CEO of CJ 4DPlex, tells China Daily: "We do not produce VR technology. But we have motion and simulation expertise, and we feel it (the 4DX VR technology) is a great chance to develop a new business model."

Samsung is the current VR-facility provider for CJ's 4DX VR technology.

Meanwhile, Choi expects to have a business model for 4DX VR technology by early 2017. He also expects more content particularly for 4DX VR developed thanks to the mother company CJ's strong storytelling skills.

The "snow" and "rainstorm" effects of 4DX were also presented to the audience in Beijing.

"We're looking at the opportunity of using 4DX as a format which can be integrated with other technologies," Choi says.

Giving an example, he refers to augmented reality, saying it could be another example of the crossover.

Meanwhile, Choi is looking at the bigger picture when it comes to new technologies.