D-BOX Theaters, The Next Level Experience

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So far  moviegoers have repeatedly shown that they are willing to return to theaters for quality content and altogether skip any content that is not deemed theater-worthy. The driving demand for premium large-format screens -- like Imax's curved, giant displays; Dolby's luxe auditoriums; or ScreenX's 270-degree screens that extend projection onto three walls. Even more immersive movie experiences, although still niche, appear to be growing. D-Box puts you in a moving, haptic seat, usually positioned in a prime location of an otherwise standard auditorium. More intense formats like 4DX and MX4D build upon motion chairs with blasts of air, water and fog, even scent effects and haptics that "tickle" or "punch."

D-Box is among the most prevalent, present in more than 800 auditoriums globally, including a large partnership with Cinemark, the No. 3 US chain behind AMC and Regal. In a world with about 200,000 total movie screens, 800 is a sliver. But Cinemark's D-Box revenues climbed 25% in the third quarter compared with the same period pre-pandemic in 2019, even though the overall box office was down 32%.

So far, audiences are favoring these formats for tent-pole releases that make the best use of a huge screen and top-notch sound. But with studios pivoting toward franchise extravaganzas, they're moving away from the "little movies" that used to show on the eighth, ninth or 10th screen at any location.