What are AVX, IMAX, 4DX, ScreenX and D-BOX? Here’s how to take movie night to the next level

Who can forget the first time they felt the vibration of a T. Rex thundering across the screen in Jurassic Park or the moment they completely lost themselves in the extraordinarily vivid, psychedelic land of Pandora in Avatar?

Most of us don’t know much about the technology that brings these experiences to life — but we all know magic when we see it. Changes in digital filmmaking and movie theatres themselves are coming at us faster than ever. So who’s driving all this innovation?

It’s a labour of love by the filmmakers themselves and the film exhibitors that are evolving to showcase movies in their most enhanced state, like UltraAVX, D-Box and 4DX.

Last year, Canadian filmmaker Denis Villeneuve transported us to another planet with Dune, and it was the kind of film that was made to be seen in IMAX. You could practically feel the sands of Arrakis, and it was an immersive experience that audiences were craving as theatres began reopening. But it’s not just otherworldly films that deserve this fascinating cinematic treatment. Even a musical like Steven Spielberg’s West Side Story dazzled in IMAX. Spielberg proved that classic stories can be reimagined for a new era, and his technical work on West Side Story might just be his greatest achievement yet.

Filmmakers like Villeneuve and Spielberg want you to see their stories in the best possible light, so to keep us from watching their masterpieces on smudgy laptops, they are developing more reasons to go to the theatre: bigger screens, better sound and resolution, wilder action and dreamier effects, all carefully curated for the perfect theatre environment.

Exhibitors are excited about this new landscape, too, and are always pushing the limits of the theatre experience to make it more thrilling, with new game-changing formats. But with AVX, IMAX, D-BOX and ScreenX, choosing from the alphabet of options can be confusing — how do you pick the right one?

Here’s a guide to help you understand what each format has to offer, so you can have the best movie-going experience every time.

If you want to feel totally immersed…

UltraAVX

UltraAVX delivers the most powerful picture quality with stunningly crisp, lifelike detail. It also has the most impressive in-theatre sound system, so you’ll feel totally surrounded by the music and sound effects for maximum suspense and excitement. Plus, you can enjoy it all from comfortable reserved seats with extended leg room.

Best for: This is a premium format for watching action, sci-fi and fantasy, and blockbuster franchises like Marvel or Star Wars films. It’s ideal for any movie with a larger-than-life storyline, where you want to lose yourself in the adventure or experience thundering sound.

IMAX

If you want an experience that brings you right into the middle of every scene, IMAX is the ultimate choice. It offers a larger curved screen with an expanded aspect ratio for select films, that lets audiences see up to 26 percent more picture.

IMAX manufactures the highest-resolution cameras in the world, which filmmakers use to optimize clarity and detail on the big screen. Plus, it employs brighter projection and carefully remastered images for the clearest resolution. The custom sound system delivers a wider frequency response (that means higher highs and lower lows), and every film shown in these theatres is mastered specially for the IMAX audio system.

Best for: It’s the only way to truly appreciate films that were shot with IMAX cameras, like Dune, No Time to Die and Tenet. It’s also a great choice for any movie with sweeping landscapes and lots of details you don’t want to miss.

ScreenX

It doesn’t get more immersive than ScreenX, which offers a 270-degree wraparound screen covering three walls of the theatre for a completely all-encompassing experience. While locations are limited right now, plans to expand will bring this format to more major Canadian markets.

Best for: ScreenX is ideal for movies with sets or locations you want to experience all around you — think deep space, otherworldly landscapes or a tropical paradise like in Uncharted. 

If you want to get in on the action…

D-BOX

D-BOX is perfect for those who want to do more than watch movies: They want to feel them, too! It promises a hyper-realistic, immersive adventure using movement. Experience motion seats that move with the on-screen adventure.

The best spots in the auditorium are selected for the reserved D-BOX seating, so you’re guaranteed an unbeatable view. Best for: When you want to add more thrill to your movie-going, D-BOX will let you feel the action of blockbusters like Spider-Man: No Way Home and Eternals.

4DX

Enhance the excitement with 4DX, a one-of-a-kind multi-sensory 3D viewing experience with movement and environmental effects. Enjoy full-motion seating, wind, rain, mist, snow, back and leg ticklers, fog (including explosions and smoke), air jets, scents, lightning (complete with thunder) and bubbles.

All the action and in-seat effects are timed with the movie for a seamless theatrical adventure. This one is currently available in limited locations but will expand to other major markets in Canada!

Best for: Thrill-seekers will want in on this exciting ride for its all-around sensory experience, best enjoyed with action, adventure, superhero, horror and science fiction movies. 

If you want a special night out…

VIP

Enjoy an indulgent night at the movies with upscale comfort food (like tacos, truffle fries, pizza and burgers) and drinks delivered right to your extra-comfy wide leather seats in an intimate environment. Cap off your kid-free evening with a custom cocktail at Cineplex’s licensed lounge.

Best for: Treat yourself to a carefree date night or a girls’ night out when you want a break from the kids…and for someone to serve you for a change.


Cineplex is always at the forefront of theatre technology, exploring innovative and exciting ways to bring your favourite stories to the big screen. Expect to see more of the special experiences we offer, like virtual reality, the expansion of ScreenX and 4DX, and screenings of 70-millimetre films.

Explore all the formats Cineplex has to offer and get ready for more types of enhanced movie-going options to roll out in a theatre near you.