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New 4-D Theatre Debuts in the U.S.

LOS ANGELES -- With 4-D, it's not just about watching the action, it's about feeling it.

As movies face ever-increasing competition to snag eyeballs, one company is betting it can lure people into theaters with the fourth dimension.

Korean company CJ4D Plex is opening the first American 4-D theater in Los Angeles.

The technology isn't new. In 2009, Avatar was the first major picture viewed by audiences in 4-D, just not here in the united states.

There's more effects in and around the chairs - like mist, rain, wind, strobe lights -- even scents and bubbles.

But the company may have an uphill battle.

While last year's total box office jumped one percent in the U.S. 3-D receipts went the other direction, dropping a percent, even though Hollywood's 45 3-D releases were nine more than the year before.

So many American movie theater owners are hesitant to take on 4-D, until they see how this theater does.

With an upcharge of $8 a ticket, consumers could end up paying around $25 a pop to see a 3-D movie with 4-D effects.