Major Cineplex, together with AIS, has launched its new theater, 4DX, at Siam Paragon (Rama 1 Rd.) this month, making it the first such facility in Southeast Asia. Audiences will experience 3D films with added sensory effects that are synchronized with the film, such as strobe lights, chair vibrations, rain effects and air jets. The big difference: this is not for the corny IMAX short films of amusement parks, but for a selection of Hollywood blockbusters such as Transformers 3: Dark of The Moon, Final Destination 5, Car 2, The Smurfs, Happy Feet, Sherlock Holmes, The Adventure of Tin Tin, and Mission Impossible 4. The theater has 140 seats and will cost B400-B600 per ticket.