Moviegoers accidentally watched 'The Odyssey' in 4DX, highlighting premium format confusion that could erode customer satisfaction at AMC and other theater chains.
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A handful of moviegoers accidentally watched "The Odyssey" in 4DX, unaware the seats shake and spray water during the nearly three-hour film. The mishap, reported by Business Insider, underscores a growing confusion around premium formats that could weigh on customer satisfaction at chains like AMC and Cinemark.
One anonymous viewer told Business Insider he bought an IMAX ticket through Fandango but was redirected to a 4DX showing after a mix-up at the theater. He described the seat motion as a "solid seven-ish minutes" of shaking that "takes a toll on your body." Another attendee, Tim Matishek, said he thought the chairs felt off and swore he would never return to a 4DX theater.
The anecdotes surfaced as theater operators push premium-priced screens to offset declining attendance. AMC has expanded its 4DX footprint through a partnership with CJ 4DPlex, with over 100 locations in the U.S. as of early 2026. Cinemark operates its own premium large-format (PLF) screens but does not currently offer 4DX. The confusion suggests a gap in how chains communicate format differences at the point of sale.
A 4DX ticket typically costs $5 to $10 more than a standard showing. If accidental bookings lead to negative word-of-mouth or refund requests, the incremental revenue from premium formats could erode. The affected customers in the Business Insider piece reported frustration, not delight. That runs counter to the industry's narrative that premium formats drive better per-screen economics.
AMC shares have gained 12% this year, partly on optimism around premium offerings. The stock closed at $4.87 on Tuesday. Cinemark rose 8% over the same period. Neither company commented on the 4DX confusion.
The broader issue is that theater chains are juggling multiple premium tiers – IMAX, Dolby Cinema, ScreenX, 4DX – each with its own sensory gimmicks. The average moviegoer may not distinguish between them when buying tickets through an app. A Fandango spokesperson did not respond to a request for comment.
For investors, the risk is not the handful of accidental viewings but what they signal about customer experience. If even a small fraction of premium-screen audiences leaves feeling misled, the pricing power that chains have fought to build could weaken. The next test comes later this month when "Spider-Man: Brand New Day" opens in 4DX. Theater operators will have a chance to see whether the format's novelty outweighs the confusion.
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