More D-Box seating being installed in commercial theaters, including california

Health Nut

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May 26, 2010
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I could not care less about commercial theaters, however, looks like D-BOX seats are being installed 20 minutes from me near San Jose (Campbell) California:

D-Box is already installed in LA's Mann theater and a few other theaters in California as well as other states. Now a few in San Jose area:

The Pruneyard's Camera 7 Cinemas is pushing for a more interactive theater experience, and the latest addition is in the seats. The theater is set to unveil 22 new D-BOX MFX seats that are in sync with what's happening on the screen, providing real-time motion and another dimension to watching movies.

The technology may not surprise anyone who's ever been to a theater attraction at a theme park, but Camera Cinemas officials insist this is something completely unlike any other experience. The theater has a couple of demo seats sitting in its lobby, but the official release of the seats will take place during the premier of the Warner Bros. movie Inception on July 16.

Each seat is equipped with volume controls and an "intensity switch" with three settings and an off button, so individuals will be able to select exactly how much they want to be moved around during the course of a movie. The sound track is also separate from the theater's speakers and instead comes from speakers installed in the seats.

Originating in home entertainment, D-BOX seats first started popping up in theaters in April 2009 and are compatible with about 15 films so far. After Inception, other releases this year include The Expendables and TRON.

There are 30 theaters in the United States and Canada that have D-BOX seats, and Camera 7 is the first theater in Silicon Valley to install the technology, according to Marcoux, who cites a 91 percent approval rating from those who have experienced D-BOX in theaters.

"We're trying to create motion effects and intelligent vibrations that move your seat with what's happening on the screen," Marcoux said. "The way to do that is to really work hand in hand with studios. If it was a gimmick, movie studios would not associate with us."

The Pruneyard's theater has traditionally been associated with patrons who prefer opera house-type films, but it can also be a place that features the latest in theater technology, said Alejandro Adams, general manager of Camera 7. Whether customers find it worth it remains to be seen. The cost of a D-BOX seat is $8 on top of the price of the movie ticket.

Camera 12 in San Jose is next in line to have motion seats, Adams said. Camera Cinemas has moved to the front of the line in incorporating new technology to the movie-going experience in recent years.

Last year, Camera 7 rolled out four new Sony 4K digital projection screens that provide four times better quality than the standard high-definition television. It also turned some of its screens into a forum for video game release parties and a place for pre-movie entertainment.
 

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