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4DX features environmental effects (including moving seats, wind, water, scents, lightning, and fog) synchronised with the action on-screen, showcasing films in a format that aims to make viewers a part of the movie.

Source: New multi-format cineplex to open at Cornubia Mall

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Random sensory quotes

“Customers behave a little differently online than in the stores. Shopping in stores is a full sensory experience. So if you’re testing something for stores, you’d want to test it in the in-store environment.”

— Jim Sluzewski