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In Japan, ‘Iron Man 3’ To Get Smell Effects

In Tokyo, Japan later this year, when ‘Iron Man 3’ debuts in 4DX (not just 3D), audience would be able to “smell” the movie.

Originally developed in South Korea by CJ Group, 4DX technology will give viewers a more immersive, interactive movie experience—as four-dimensional theaters are built with strobe lights, tilting seats, and other equipment in the ceiling that can create effects such as bubbles, odor, fog and wind.

“It was really a matter of timing that ‘Iron Man’ became the first title for 4DX in Japan, though we were looking for a blockbuster action film, as that is what works best with the system,” Korono World spokesperson, Tagiki Ishiguro, told The Hollywood Reporter.

“The programming for the various effects is done in advance by CJ.”

So this beckons the questions: What would the movie ‘Iron Man 3’ smell like—lots of iron? (Sorry, bad joke!) Or what do you thing Tony Stark (Robert Downey Jr.) would smell like—a bottle of cologne?

4DX technology is expected to debut in US theaters later this year.

[via The Hollywood Reporter, images via Daily Mail]
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