Why theaters need to stand out
As competition in the entertainment industry intensifies, theaters are tasked with creating experiences that go beyond what viewers can achieve at home. D-BOX motion seats are a compelling solution to this problem.
According to Kevin Watts, Executive Vice President of Exhibition and LBE at Cineplex, the impact of D-BOX motion technology is profound.
“The thing I like most with the D-BOX experience is how it really brings you into the movie,” he explained. “It's really an immersive experience.”
He further emphasized how D-BOX can enhance action scenes, while subtle movements in quieter moments make a significant difference in how audiences experience films. This level of engagement is key to setting theaters apart from home viewing options.
Beyond simply adding motion to the experience, D-BOX has spent more than 350,000 hours hand-coding its library of over 65,000 unique haptic effects, ensuring that every film provides a different immersive experience. This dedication to precision has made D-BOX a preferred partner for theaters looking to provide a premium offering that cannot be replicated in a home environment, and that keeps people coming back for more.
Cineplex: A decade of immersive experiences with D-BOX motion seats
As one of D-BOX’s long-standing partners, Cineplex has successfully integrated motion seats into their theaters for over a decade. Their journey with D-BOX began in 2009, and today they remain committed to offering an immersive, premium moviegoing experience to their audiences.
Watts even still recalls the early days of their collaboration.
“We opened our first D-BOX at our Queensway cinema in December 2009 for the opening of Harry Potter and the Half-Blood Prince. The motion really added to the experience, and the guests were thrilled,” he explained.
Over the years, Cineplex has continued to expand their use of D-BOX technology, bringing motion seats to more locations and enhancing the in-theater experience.
Watts praises the collaboration with D-BOX: “It’s been a great collaboration between two really strong Canadian companies. D-BOX has been incredible in acquiring films and delivering this amazing technology.”
With over 100 D-BOX screens and 3,000 motion seats across their theaters at the time of writing, Cineplex continues to see positive feedback from guests. The seamless integration of D-BOX into their systems, combined with the technology’s reliability, has made it a valuable addition to their offering, helping them differentiate from in-home entertainment options and increase revenue.
Cinemark: elevating cinematic immersion with D-BOX motion seats
At Cinemark, the mission has always been to create unforgettable, immersive experiences that transport audiences to new worlds.
As CEO Sean Gamble explained, they “do that by creating unforgettable, immersive, larger-than-life entertainment experiences that can’t be found at home or anywhere else.”
The integration of D-BOX motion seats plays a pivotal role in achieving this goal, offering a level of immersion that goes beyond traditional viewing.
Gamble added that D-BOX is an “exceptional amenity” that enhances the action on-screen, leaving guests with a lasting memory and a heightened overall experience. Whether it's a thrilling chase or a quiet emotional moment, D-BOX’s precise haptic feedback brings the film to life in ways that sight and sound alone cannot.
The value of D-BOX extends beyond just entertainment. As Wanda Gierhart, Cinemark's Chief Marketing and Content Officer, pointed out: “with D-BOX, it’s easy to communicate that they’re going to become part of that movie… it ignites all of the senses.” This multisensory engagement adds a new dimension to moviegoing, driving increased customer satisfaction and encouraging repeat visits.
Operationally, Cinemark has also benefited from D-BOX’s flexibility and seamless integration. Damian Wardle, Executive Vice President of Global Technology Operations, highlighted how D-BOX installations are executed without interruptions to theater operations. “We don’t ever have an auditorium under construction,” he explained, praising the efficiency of the process. Additionally, D-BOX’s flexibility allows Cinemark to strategically place motion seats where they will perform best, ensuring both operational and guest satisfaction.
As a result, Cinemark continues to evaluate new opportunities to expand its D-BOX offering, ensuring its audiences return for experiences they cannot find anywhere else.
Hoyts: delivering unmatched immersion with D-BOX motion seats
For Hoyts, providing an exceptional moviegoing experience is a core priority, and D-BOX motion seats have become an integral part of achieving that goal. With a commitment to elevating in-theater entertainment, Hoyts sought to offer something unique.
D-BOX’s precise motion technology has allowed Hoyts to deliver just that, with the bonus of collaborating with a team who understands their business needs.
According to Tyrone Dodds, Director of Property & Business Development at Hoyts, the D-BOX team was there for them every step of the way.
“[They] really took the time to understand our business and build a strong relationship with key members of our team,” he explained. “Some other concepts in market felt more like a roller coaster ride rather than an immersive extension of the cinematic experience.”
This attention to detail and understanding of Hoyts' goals allowed D-BOX to deliver a solution that fits seamlessly into their vision.
What sets D-BOX apart for Hoyts is not only the enhanced audience immersion but also the flexibility of its implementation. The scalability and ease of integration have allowed Hoyts to incorporate D-BOX across multiple locations without disrupting operations, while still delivering a premium offering to their guests. This combination of operational ease and guest satisfaction has made D-BOX a standout feature in Hoyts theaters.
Operational benefits of D-BOX motion seats
One of the key advantages of D-BOX motion seats is their ease of integration into existing theater setups, making them an attractive option for exhibitors seeking to enhance the moviegoing experience without disrupting day-to-day operations. Both Cineplex and Cinemark have praised D-BOX for its operational simplicity and flexibility.
Watts from Cineplex noted that “the operation is very simple. The mechanics of the chairs have been reliable. The integration with our point-of-sale system was seamless.”
This reliability and ease of use have allowed Cineplex to offer a premium experience with minimal technical issues or downtime, ensuring that moviegoers consistently enjoy the full impact of D-BOX motion seats.
Similarly, Wardle from Cinemark emphasizes the convenience of installing D-BOX seats without any interruptions to theater operations.
“We don’t ever have an auditorium under construction, so we can deploy D-BOX essentially at any time,” he said.
This ability to quickly and efficiently implement D-BOX technology means that theaters can upgrade their offerings with minimal disruption, making it easier to stay competitive in today’s fast-changing entertainment landscape.
The flexibility of D-BOX also plays a significant role in its success. Justin McDaniel, Senior Vice President of Global Content Strategy and Analysis at Cinemark, highlighted how D-BOX seats can be strategically placed to maximize guest satisfaction: “we appreciate the flexibility to place D-BOX seats where we know they will perform best.”
This adaptability ensures that theaters can customize their D-BOX experience to suit their specific audience and operational needs.
Revenue Growth and Audience Retention with D-BOX
In addition to enhancing the moviegoing experience, D-BOX motion seats offer significant opportunities for revenue growth and guest retention. For exhibitors, the integration of D-BOX technology not only creates a unique and memorable experience for their audiences but also provides a substantial return on investment.
As Wardle explained, D-BOX allows them to “[give] a guest what they want, enhance the movie as well as make a nice revenue return—and that's a win-win.”
D-BOX’s ability to provide a premium, immersive experience encourages repeat visits, creating loyal customers who seek out the motion-enabled experience that D-BOX offers. This loyalty translates into higher ticket sales for exhibitors, especially for blockbuster releases that benefit most from the enhanced sensory experience.
Elevate Your Theater Experience with D-BOX Motion Seats
As cinema audiences continue to seek out experiences that go beyond what they can get at home, D-BOX motion seats provide a powerful solution for exhibitors looking to enhance their offerings. With over 65,000 unique haptic effects, D-BOX has spent more than 350,000 hours hand-coding haptic feedback that immerses moviegoers in the action and elevates every moment on screen.
Partners like Cineplex, Cinemark, and Hoyts have already seen the significant benefits of integrating D-BOX into their theaters. From seamless installation and operational flexibility to increased revenue and guest loyalty, D-BOX motion seats are more than just a premium amenity—they’re a way to future-proof your theater business in an increasingly competitive entertainment landscape.
Now is the time to take the next step in transforming the moviegoing experience. Contact D-BOX today to learn more about how our motion technology can help your theater stand out and deliver unparalleled experiences to your audiences.
