RE:4DX starting to target direct blows at D-Box
It's understandable how 4DX is emphasizing the number of seats and not the number of auditoriums/screens. According to the company's latest quarterly report, D-Box is far ahead in auditorium/screen count: 528 to 4DX's 228.
There is certainly a market for 4DX and the "five senses" model. However, I am far more enthusiastic about D-Box, considering its partnerships with movie studios, its expansion potential, and other factors. Also, as I've written previously, I personally would not want to feel sprays of water or blasts of wind or scents while watching a movie. D-Box technology is much more subtle and precise.