Brooks Barnes on theaters in America (like those in China) trying to appeal to and draw in younger moviegoers:

To combat the problem, theater chains seem increasingly open to trying just about anything. Regal, for instance, in June began offering something called 4DX in downtown Los Angeles. More than 100 seats buck and dip in close synchronization with the action on the screen. Compressed air blasts from headrests to simulate flying bullets. Fans provide a gentle wind effect.

There are two types of water effects: rain, which drops from the ceiling, and mist, which is squirted from the seat in front of you. (Patrons can turn off the water by pressing a button.)

Best case: this sounds like a bunch of stupid gimmicks that won’t last. Worst case: this sounds like a torture chamber.