High-tech showcase of cinema expertise (hktdc.com)


	The world's first 4D Extreme Screen brings Hong Kong International Airport visitors a strikingly real cinematic experience

The world's smartest cinemas are opening in Hong Kong, giving audiences and operators the time of their life.

As the city emerges as a high-tech entertainment hub, international industry players are grasping the opportunity to expand their business in the region. Consumers are being treated to a breathtaking choice of cutting edge cinema entertainment, from IMAX to 4D Extreme Screen to a charming drive-in theatre.

In a spectacular triple header of entertainment that's bringing dreams to life, Hong Kong's first Drive-in Theatre offers the unique experience of cinema under the stars. Newly opened in Tsim Sha Tsui, this icon of entertainment offers two massive silver screens set amid one of the most romantic settings in the world – the spectacular Hong Kong skyline.

Extreme entertainment

The world's first 4D Extreme Screen, launched at SkyPlaza, Hong Kong International Airport, promises a sensory cinematic experience unlike anything cinemagoers have ever encountered. Boasting Asia's largest 4D cinema, 4D Extreme Screen employs the latest visual and audio special effects that bring strikingly real three-dimensional images right before the audiences' eyes, while simultaneously allowing them to experience sensory thrills timed to the visual action. Cinema goers watching 4D movies can, for example, wade through drifting show, splash in water and breathe in pleasant outdoor fragrances.

Co-invested by Hong Kong Airport Authority, Multiplex Cinema Limited (MCL) and SimEx-lwerks, 4D Extreme Screen opened in February showing Charlotte's Web, the first Hollywood movie to incorporate multi-sensory special effects into standard 35mm movies. Grace Wong, General Manager of Intercontinental Group Holdings Limited (the parent company of MCL), said SkyPlaza was the ideal place to launch such high-tech cinema effects.

"The world-renowned Hong Kong International Airport is strategically located to bring in travellers from all over the world, including a high volume from the Chinese mainland. As one of the main attractions at SkyPlaza, a new focal point combining entertainment, leisure and culture on Lantau Island, 4D Extreme Screen will become one of the newest hot spots designed specially for visitors to Hong Kong and takes its place alongside Hong Kong Disneyland and Ngong Ping 360 Cable Car."

4D Extreme Screen is designed under the larger concept of Aviation Discovery Center (ADC), to be launched as Phase II. ADC is divided into special zones devoted to various themes, such as the evolution and development of Hong Kong International Airport, the latest advances in aviation technology and everything about the design and operation of aircraft, including a flight simulator which puts visitors in the pilot's seat.

Massive IMAX

From June, moviegoers will be able to enjoy another powerful screen experience with the opening of the first IMAX theatre in Hong Kong. In the largest Asian theatre agreement in IMAX history, Lark International Multimedia Limited, operating UA Cinemas, will open seven IMAX branded theatres in Hong Kong and the Chinese mainland by 2009.

Located at the new Mega Box commercial complex at Kowloon Bay, the screen will be 10 times larger than conventional 35mm film and according to Bob Vallone, Director and General Manager of Lark, will deliver the clearest, brightest and steadiest images in the world. "The theatre will showcase Hollywood blockbusters converted into the unparalleled image and sound quality of The IMAX Experience, as well as entertaining documentaries and adventure films, offering a moviegoing experience unlike any before," he said.

Mr Vallone added that said this would be the first time Hollywood blockbusters such as 300 and Spider-Man 3 could be shown in the IMAX format, and marked a major milestone in the local movie industry.

"Hong Kong is an excellent showcase for these new technologies, which are to be seen for the first time in Asia. And with industry trade fairs such as this month's FIMLART and Entertainment Expo bringing together deal-makers from all over the world, there is no better place to roll out the technologies."