Regal has announced that it will host special 4DX screenings of episodes 5 and 6 of the popular hockey series Heated Rivalry. The event is scheduled for one night only on November 16 across 59 theaters in the United States, as well as select locations in Canada and the United Kingdom.
Expanding the 4DX Experience
The 4DX technology, which originated in South Korea in 2009, typically utilizes motion-enabled seating and environmental effects like wind, rain, and scents to immerse audiences in big-budget action films. However, the industry is seeing a shift in demand, with audiences showing interest in 4DX experiences for dramas, comedies, and romances. Jack Grimes, senior director of alternative business development at Regal, told WIRED that the decision to bring Heated Rivalry to 4DX was influenced by the success of recent screenings for the romantic comedy Wicker, which featured synchronized seat movements during intimate scenes.
Grimes noted that there is a significant demographic overlap between the audiences for these projects, both of which are largely driven by female viewers. He explained that the strong performance of standard Heated Rivalry screenings—which have earned $1.4 million as of November 8, according to Variety—demonstrated a clear desire from fans to see the series in a more immersive format.
What Fans Can Expect
While the specific effects for the Heated Rivalry screenings are still being coded by the special effects company CJ 4DPlex, Grimes indicated that the experience will likely focus heavily on motion effects. When asked if the seats would mimic the thrusting motions seen in the Wicker screenings, Grimes suggested that such an outcome is not outside the realm of possibility.
The Heated Rivalry series, based on the novels by Rachel Reid, gained significant mainstream popularity after moving to HBO Max. The current theatrical run has already become a cultural phenomenon, with fans frequently selling out shows and engaging in interactive behaviors, such as shouting along to music during club scenes and sharing photos of themed popcorn buckets on social media.
Regal is currently finalizing the technical details for the November 16 release to ensure the effects are applied in a manner that is both effective and tasteful.
