Abstract
This study is an empirical research that investigates the differences in audience presence experience and interest generation between the "4DX Screen 3D" screening format and the traditional "3D" and "ScreenX 2D" screening formats. A total of 70 valid respondents were surveyed at the movie theater exit. They watched the movie "Avatar 2" in each of the three screening formats and set the perceived presence experience and interest generation as dependent variables. The independent variable, screening format, was analyzed to determine its impact on the dependent variables. The analysis revealed that audiences who watched the movie in the "4DX Screen 3D" format had a stronger presence experience compared to those who watched in the traditional "3D" and "ScreenX 2D" formats. However, there was no significant difference in interest generation between those who watched in the "4DX Screen 3D", traditional "3D", and "ScreenX 2D" formats.
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