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S. Korean cinema chain CJ to open '4DX' movie theater in western China

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(Globalpost/GlobalPost)

BEIJING, Sept. 26 (Yonhap) -- The Chinese affiliate of CJ Group, South Korea's entertainment and food conglomerate, said Thursday it will open a "4DX" movie theater in the western Chinese city of Chongqing, as it seeks to grab a bigger share of China's fast-growing film market.

The movie theater in Chongqing, set to open on Saturday, is CJ's first such screens to be operated under a partnership with a local cinema chain called Chongqing UME, the company said in a statement.

Developed by CJ in 2009, the 4DX theater allows the audience to watch the movie with various chair-embedded sensory effects such as puffs of air, scented mist, seat motion and vibration, requiring an array of special equipment.

The Chongqing theater is CJ's fifth 4DX theater in China, a company official said.

"With the movie industry in China rapidly growing, its demand for special screens is also on the rise," said Li Xiuzhen, a spokeswoman for CJ's Chinese unit.

CJ plans to open 300 4DX screens around the globe by 2015, the statement said.

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