Rendering the traditional 'night at the movies' a wholly different animal, this month Dubai has welcomed the multi-sensory face of 4DX cinema into its fold, promising an experience that adds smell, motion wind, lights and even water effects to a number of old and new film releases.
Now if you - like us - have barely got used to 3D viewing, you may find this sensory assault a little too much to handle, a preview screening of Fast And Furious 6 resolutely proved this isn't an experience you should subject your grandma (or anyone with a jumpy disposition too). According to our reporter, audiences ride and glide with the camera, you get 'jabbed in the back' (presumably to maintain the strict authenticity of a car crash) and bullets seem to whizz past your ear, allowing the audience to practically taste the cordite.
"This city loves new things and they want the best of entertainment and technology," states Michelle Walsh, senior marketing manager for Vox Cinemas.
"There’s a lot of investment in the cinema industry in the UAE and 4DX is keeping with the philosophy of cinema here – which is about always trying to create new experiences.’
This investment totals a cool US $1.5m, (Dhs 5m) per cinema to bring this experience to audiences in Dubai and -if it’s successful here - the company plans to expand the concept to Qatar, Oman, Sharjah, Bahrain and Lebanon.