After two years of promoting the 3-D revolution in movie theaters, Dreamworks chief Jeffrey Katzenberghas changed his tune. According to Katzenberg, revolutionary 4-D technology will change not only the moviegoing experience, but life itself.
“Sitting in a movie theater is so boring,” said Katzenberg at a recent distributor conference. “As studio executives, we are always looking for new ways to enhance the movie experience, thereby inflating ticket prices and thwarting pirates.”
One way Katzenberg intends to accomplish these goals is by implementing radical 4-D technology. Unlike the traditional moviegoing experience, audiences at a 4-D movie would actually travel through time. This would enable them to more fully experience the time periods and perils of the film itself.
Katzenberg believes time travel would be the incentive to lure hesitant moviegoers. Polls suggest 
that overall ticket sales have fallen steadily over the last decade, mostly due to the fact that most rational people are unwilling to pay $24 for a single ticket to watch TRANSFORMERS 2: REVENGE OF THE FALLEN.
Industry insiders are skeptical of the impact of the new technology, emphasizing that quality films are the most important ingredient to revitalize the industry. However, Katzenberg disagrees. “Movies are product,” reminded Katzenberg, “and all that really matters are the bells and whistles.”
Many of the initial 4-D moviegoers have been ecstatic with the new format. “While watching a 4-D print of WOLVERINE, I actually went back in time to 1983,” says Robert Johnson. “Not only was I able to buy a popcorn for $1, but I was also able to see RETURN OF THE JEDI rather than WOLVERINE, which is a better choice despite the Ewoks.”
The new 4-D format will roll out slowly across the country due to the costs involved. Cities will be re-fitted with 4-D technology in order based on populations most desperate to escape their current environment. The first cities to receive 4-D technology will be Seattle, Detroit, Los Angeles, and Scranton.
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