McCann & DCM Bring 4D-Ads to UK Cinemas For Xbox

Ever since those red and blue tinted 3D glasses were first introduced to cinemas, rumours about the birth of 4D cinema have spread like wildfire.

But this weekend, history will finally be made in the UK thanks to the nation’s first screening of a 60-second 4DX-enabled cinema ad - to promote the new Forza Horizon 3 game through Xbox.

That’s right – you’ll be able to truly feel like you’re part of the action thanks to this new technology adopted in six Cineworld cinemas, including Crawley, Glasgow, Ipswich, Milton Keynes, Sheffield and Stevenage branches.

The ad will be screened during The Magnificent Seven, Ben-Hur and Suicide Squad films, among others. While movie theatres without the 4DX capability will screen a 2D version.

All five senses will be activated through motion seats and special effects, which will simulate wind, fog, lightning, bubbles, water and even smell.

Created by McCann and CRAFT, the South Korean technology will bring the video game to life and have audiences hanging on to the edge of their seat.

“We are extremely excited to be pioneering this thrilling piece of technology to showcase the high octane world of Forza Horizon 3,” says Xbox’s senior category manager, Jon Edney. “The 4DX element takes the cinematic experience to a whole new dimension and truly brings our trailer to life."

Bring it on.