Apparently 3D isn’t enough, so a Japanese movie theater went ahead and experimented with a “4DX” experience during an Ironman 3 showing. This Wired reporter called it a “gimmicky waste of $28” and lambasted the theater in his article. Not surprisingly, the foundation of his issue was this new “experience” actually detracting from his enjoyment of the movie. It was a roadblock instead of an enhancement. That’s the key with innovation in customer experience – the end result should accelerate the overall experience, not get in the way. Take the Edible Cinema as a good example. The theater offered a food and drink menu that paired with specific scenes during movies. The movie itself was left as the star of the show (pun alert!) and the menu pairing simply heightened the existing experience.
Here’s another great experience-enhancer example: