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Wednesday, March 13,2013

D-BOX at the box office

Celebration! Cinema immerses movie goers in an interactive viewing experience

by Justin Anderson
Justin Anderson/City Pulse

Friday, March 1 — Lansing’s Celebration! Cinema is shaking things up with some new technology debuting today. The theater unveiled 26 D-BOX seats to enhance the moviegoing experience for its customers.

Celebration! Cinema, 200 E. Edgewood Blvd., opened the new movie “Jack the Giant Slayer” with the new seats, which subject viewers to a range of motions, from more subtle movements when on-screen action is slow, to more intense movements when action is high.

“It’s a premium product,” said Matthew Rick, manager at Celebration! Cinema. “The D-BOX experience makes things more immersive. It brings you into the movie.”

Each film will come with a time code for D-BOX that ensures movement is coordinated with the action on screen. Rick said that the rise of digital filmography paved the way for this technology. The screening room with the D-BOX chairs will have five shows a day of “Jack” over the weekend. Other recent movies that have used the technology at other theaters include “The Hobbit: An Unexpected Journey,” “Wreck it Ralph” and “A Good Day to Die Hard.”

Tickets to a D-BOX show will cost an additional $8 on top of the regular movie ticket price.

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