A three-dimensional (3D) film is a movie in which depth perception has been enhanced to appear at least partially three dimensional. Images are recorded using regular motion picture cameras, but from two perspectives. In the case of ‘real-life' pictures, projection hardware or eyewear are used to provide the illusion of depth when viewing the finished product. In animation, computer generated imagery generates the two perspectives and they are linked in differing depths after production. A Four-dimensional (4D) movie experience occurs outside the use of 3D film. In other words, the fourth dimension is not added to the motion picture itself, they are added to the environment in which the viewer is sitting.

Captain EO starring Michael Jackson and directed by Francis Ford Coppola is arguably the first 4D film shown to the public, although it was never marketed as a 4D experience. It was released at Disney's Epcot Center on September 12th, 1986 with a lot of press and fanfare. Disney has always tried to make every visit to their theme parks a whole body experience. Mr. Walt Disney wanted children and adults to become enveloped in the magical world of make believe. So, it seemed fairly logical to incorporate the same effects into a film starring the biggest pop star of the decade.

Aside from the 3D illusion on the screen, action sequences in the film reached out to the audience with lasers, laser impacts and smoke effects when there was a collision. Starfields filled the theater so that viewers felt they were actually in space. The film played continuously in several Disney theaters for almost a decade before being replaced. When Michael Jackson passed away Captain EO was brought back to Disney Theme Parks in 2010, but with additional 4D enhancements. Hydraulic seats shook along with Captain EO's spaceship and bounced to the beat of several bass-heavy songs. LED floodlighting had recently been installed in Disney theaters, so that also became part of the experience.

What is interesting about the marketing around Captain EO is that it was never advertised as a 4D experience. Press releases and blog posts related to both the initial and re-release of the film always described it as a "3D musical" or "3D sci-fi movie". The reasoning is simple: 4D films are not geometrically four-dimensional. Therefore the term as it is applied to movies, is purely a marketing tool.

The use of chair movement to simulate riding on an elephant or water misting overhead so one feels as though they are actually surfing epic waves in the Indian Ocean will make the whole film viewing experience absolutely memorable. Imagine watching the animated children's film Ratatouille, and being able to smell the foods cooking in the kitchen, feel the tickle of Remy the Rat running around your legs, and seeing the steam from cooking pots rising up to the ceiling of the theater. It would transform the entire movie experience!

Installing all the equipment to create these physical effects can be expensive. Thus, until recently it has usually only been large single purpose theaters at amusement or theme parks able to manage it. Obviously Disney has found enough cash for several 4D theaters, as seen by their re-release of Captain EO. Mexico, Nepal and South Korea are also reported to have converted a few traditional theaters to 4D, choosing to show films such as Avatar and Journey to the Center of the Earth.

Movie theaters in large US and Canadian cities have begun to follow suit as well. The idea of converting one theater within a multiplex into a so-called 4D Theater will surely appeal to entertainment management companies. Hydraulic seating may not be possible, but installing a scenting and misting system can make a huge impact. The cost would be considerably less, and installation would not be nearly as invasive as hydraulic seats. By taking steps towards a multi-sensory movie experience, the theater management is creating an opportunity for feature releases. Even the incredible IMAX theater franchise would do well to consider scenting and/or misting.

Everyone wants more bang for their buck. As consumers, we are always looking for ways to stretch our dollars or at least get a little something extra for choosing to spend our money at any particular business. In terms of entertainment, why not draw in theater goers with an enhanced experience using sensory boosting methods such as those listed above? With new innovation comes public interest, and with public interest comes word of mouth. As the buzz hits the street, people will become curious and begin to lay out dollars for the new experience. Increase 3D movie ticket and concession sales with a total sensory experience through scenting, misting and fogging effects.