New D-Box technology adds new dimension to movie theatres

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If you thought that 3-D technology was the final frontier for movie theatres, you should quite literally hold on to your seat. Introducing D-Box: the next extraordinary step in the evolution of the film-going experience! This new technology has been designed to both elevate and maximize the viewing of a movie in an exciting and ground-breaking format.

What exactly does the D-Box technology do?

The D-Box technology allows the viewer to experience the film in a much more interactive setting by having the actual theatre seat to adjust in various capacities. The Hamilton 16 IMAX in Noblesville, which is part of the Goodrich Quality Theatres chain, is the only theatre in the Indianapolis area to feature the D-Box technology.

Mitch Ross, manager of the Hamilton 16 IMAX, explained the objective of the new and innovative technology.

“The purpose of the D-Box is to establish a fourth dimension of sensory perception of movement,” he explained. “The D-Box is not just a chair that shakes. The chair actually adjusts to get the effect of what is happening on screen. It shakes, tilts, and floats to really follow what the cameraman is doing.”

Indeed, what may appear to be just another gimmick has actually become part of the creative process for both screenwriters and directors.

“What is done now,” Ross further explained, “is that screenwriters will sit down with a script and tailor the script to fit the movements of the D-Box. It works particularly well with the 3-D, because your head doesn’t shift, the chair does.”

As for the type of film that most benefits from the D-Box treatment, Ross suggests it is the action genre.

“Movies that feature big action set pieces and that take place in urban settings are best suited to the D-Box. When the camera pans over the top of a large city, the chair gives the feeling of floating with the camera,” he said.

Those who have visited theme parks such as Disneyworld and Universal will find some striking similarities between rides featured at those parks and the D-Box for good reason. The creators of the D-Box technology have also had a hand in designing rides for both parks. Just as many of those rides carry warnings for people with certain health conditions, so does the D-Box. Patrons are advised to read the warnings before purchasing tickets for D-Box films. Patrons are also encouraged to take advantage of the demo D-Box located at the front of the theatre.

So, how have the D-Box films fared in terms of attendance and box office figures?

“They have actually done very well in the two months since we’ve had it,” said Ross. “As for the future, I think those business customers who have come out for the D-Box will keep coming out.”

If you would like more information on the D-Box or upcoming D-Box films, visit www.d-box.com or visit the Goodrich theatre website at www.gqti.com.


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