4DX cinema is programmed by a South Korean company, building on the older theme-park style immersive experience (I have memories of an Alien 4D experience at a Disney park in which you could feel the simulated breath on the back of your neck as the speakers in the chair implied it was right behind you), but expanded out to mainstream feature films. The chairs move, and various effects of light, water, fragrance, and air surround the audience in complement to the on-screen action. Having recently moved out of London to the suburbs (greener, MUCH more affordable, ample opportunity to listen to podcasts on the rail commute), I find myself now living near the UK's first 4DX cinema in Milton Keynes.