CONTEXT: CINEMARK’S COMMITMENT TO DELIVERING IMMERSIVE ENTERTAINMENT
Cinemark, one of the largest and most influential theatrical exhibition companies in the world, is renowned for its commitment to delivering premium entertainment experiences. With over 500 theaters globally, the company draws in a diverse audience that seeks more than just a standard movie—they crave immersive, memorable experiences that transport them into the heart of the story. As CEO Sean Gamble puts it, "our mission and purpose is to enrich lives, build community, and transport people to amazing new worlds."
Cinemark's audiences expect every visit to offer a fresh, captivating experience that goes beyond traditional movie viewing. This focus on creating unique, meaningful entertainment has been at the core of Cinemark’s strategy, ensuring that each film is an event in and of itself.
CHALLENGE: MEETING MODERN DEMANDS
As home entertainment options and streaming services became more prevalent, Cinemark recognized the need to offer something beyond the standard movie experience to remain competitive. They faced increasing pressure to differentiate themselves by delivering an experience that couldn't be replicated at home.
“We know [that] with the experience economy and how consumers are changing, that they want to ‘eventize’ and have everything bigger than life when they leave their home,” explained Wanda Gierhart, Cinemark’s Global Chief Marketing & Content Officer.
To meet this challenge, Cinemark sought to create engaging, immersive experiences that would make each visit memorable. Ultimately, the goal was to elevate every screening into an event, turning casual viewers into loyal customers. They wanted to integrate new technologies that would not only help them accomplish their goal, but that could also seamlessly blend into its existing theater operations and provide them with a strong ROI.
SOLUTION: ELEVATING THE CINEMATIC EXPERIENCE WITH D-BOX HAPTIC TECHNOLOGY
To meet the demand for immersive movie experiences that can be integrated into their existing infrastructure, Cinemark turned to D-BOX's cutting-edge haptic technology, which uses a unique combination of movements, vibrations and textures to immerse moviegoers into their movies.
D-BOX worked closely with Cinemark to ensure a smooth integration of their motion seats into select theaters, providing audiences with a multi-sensory experience that goes beyond sight and sound. With each title being hand-coded by D-BOX haptic designers, their motion seats are perfectly synchronized to the action on-screen and plunge moviegoers into the adventure!
As Gamble highlighted, flexibility was one of the big selling points for Cinemark.
“We appreciate the opportunity to place D-BOX seats where they’ll perform best,” he explained.
This tailored approach allowed Cinemark to deliver premium entertainment while maintaining the flexibility required to meet the unique demands of each auditorium and of each theater.
RESULTS: A NEW ERA OF MOVIE EXPERIENCES
Cinemark successfully leveraged D-BOX technology to establish itself as a premier destination for moviegoers seeking an elevated movie experience. By integrating motion seats, Cinemark transformed each viewing into an engaging event that keeps audiences coming back for more. As Gamble praised, “D-BOX is an exceptional amenity that helps with increased immersion.”
The installation of these D-BOX seats truly proved to be both efficient and unobtrusive. Damian Wardle, EVP of Theater and Technical Operations at Cinemark, commended the process.
“It’s very seamless, with no interruption to theater operations,” he explained. “We don’t ever have an auditorium under construction so we can deploy D-BOX essentially at any time. Giving guests what they want and enhancing the movie as well as making a nice revenue return, that’s a win-win.
The success of the initial D-BOX installations led to a massive, expanded partnership with D-BOX. Cinemark has integrated the technology into additional locations throughout the United States, reinforcing its position as a leading in providing immersing movie experiences.
“We’re constantly evaluating opportunities to add more D-BOX eats to keep movie fans coming back to Cinemark theaters for captivating experiences that cannot be found at home,” said Justin McDaniel, SVP of Global Content Strategy & Analysis.
