Xbox launches first ever 4DX cinema ad in Western Europe for Forza Horizon 3

Sep. 27, 2016

Xbox will launch the UK’s first 4DX-enabled cinema ad this weekend to promote the release of Forza Horizon 3.

In Forza Horizon 3, gamers can race over 350 of the world’s greatest cars and explore the rugged off-road wonder of Australia in the ultimate celebration of cars, music and freedom of the open road.

Introduced from South Korea, 4DX is considered to be the biggest innovation in cinematic technology, stimulating all five senses through high-tech motion seats and special effects such as wind, fog, lightning, bubbles, water, and scents. Available in 2D and 3D formats, 4DX, which is exclusive to Cineworld in the UK, works in perfect synchronicity with the action on screen – creating the most exhilarating cinema experience yet.

The immersive execution will incorporate hi-tech motion seats and special effects including water sprays, gusts of air, fog and strobe lighting, which will all work in harmony with the action on-screen to immerse audiences and blur the lines between Forza and the real world.

The high-octane 60-second spot, created by McCann London and CRAFT, McCann Worldgroup’s production agency, showcases footage of the video game onscreen while 4DX technology gives cinemagoers the impression that they are in the driving seat.

4DX is currently available exclusively across six Cineworld cinema sites and the enhanced version of the ad will run on 4DX enabled screens in the Gold Spot premium position at Crawley, Glasgow, Ipswich, Milton Keynes, Sheffield and Stevenage.

The campaign was devised and implemented by Empower Media, a division of Dentsu Aegis Network, with Digital Cinema Media and will run during The Magnificent Seven, Ben-Hur and Suicide Squad among others. A 2D version of the creative will also air on non-4DX enabled screens for the entire campaign period of four weeks.

Karen Stacey, CEO, Digital Cinema Media said: “When 4DX first launched in cinemas in the UK last year, it opened a whole new world of possibilities for brands advertising in the space. DCM is now proud to have worked with our partners to bring this superb innovation to the ad reel and Forza Horizon is the perfect fit for the technology.”

Jon Edney, Senior Category Manager, Xbox UK said: ”We are extremely excited to be pioneering this thrilling piece of technology to showcase the high octane world of Forza Horizon 3. The 4DX element takes the cinematic experience to a whole new dimension and truly brings our trailer to life”