CJ 4DPlex Pacts With B&B Theatres To Equip Single Missouri Site With 3 Premium Large Format Screens

EXCLUSIVE: In a deal billed as a first for U.S. theatrical exhibition, CJ 4DPlex and No. 5 U.S. exhibitor B&B Theatres are equipping a single Missouri multiplex with three premium large format auditoriums. Work will be completed on a second ScreenX theater as well as one using the 4DX format at B&B’s flagship Grand Screen location in time for the December 18 opening of Disney’s Avengers: Doomsday. The superhero installment will screen globally in a Disney format developed by the studio called InfinityVision, squaring off against Dune: Part 3 in Imax. The first ScreenX auditorium opened in 2018 and has the largest screen in the Liberty, MO complex. Watch on Deadline ScreenX utilizes the side walls of the auditorium in concert with the main screen to create a 270-degree viewing experience. 4DX uses motion seats and 21 environmental effects including water, wind and scents. Audiences feel wind, light, fog, fragrance and vibration, and their seats move in sync with scenes in the movie. Formats like ScreenX and 4DX are in high demand from Hollywood studios looking to capitalize on widespread audience appetite for immersive entertainment. Movies are also helping broader entertainment players like Sphere and Cosm gain traction. In a statement, Don Savant, CEO and President of CJ 4DPlex Americas, called the establishment of twin ScreenX auditoriums “a significant milestone, giving more moviegoers the opportunity to experience films in our immersive, 270-degree format.” The Liberty, MO complex, he added, will be CJ’s third 4DX location and he predicted “more to follow.” Savant saluted B&B, which has been family owned and operated since 1924. “We greatly appreciate the Bagby family’s continued confidence in our partnership and their commitment to creating compelling reasons for audiences to visit the cinema,” the exec said. Brock Bagby, President of B&B Theatres, noted that the Liberty theater is next to the company’s headquarters and corporate offices. “Adding a second ScreenX auditorium alongside 4DX gives our guests even more ways to experience films and reinforces our commitment to investing in innovative entertainment,” he said. “We’re proud to continue growing our partnership with CJ 4DPlex and bringing new experiences to the communities we serve.” The new 4DX auditorium joins others at B&B locations in Red Oak, TX, and Liberty Township, OH. B&B has 517 screens at 54 U.S. locations. CJ 4DPlex is a subsidiary of Korean lifestyle and culture giant CJ Group.