Cineplex goes 4D

Cineplex in launching a premium movie experience this summer with so-called 4D technology, which delivers not just motion, but piped in scents and environmental effects like wind, snow and bubbles.

Cineplex plans to open its first 4D X theatre in downtown Toronto, with a new tier of big-screen experience that will push tickets prices above $23.

It’s the latest cutting edge technology being adopted by Hollywood in the hopes of convincing moviegoers to upgrade their tickets.