# 4DX movies discover romance and thirst

> Regal Cinemas is screening Heated Rivalry in 4DX format, complete with motion effects, after fan demand for immersive experiences beyond action films.
- Title: 4DX movies discover romance and thirst · WIRED | Shortify
- Summary: Regal Cinemas is screening Heated Rivalry in 4DX format, complete with motion effects, after fan demand for immersive experiences beyond action films.
- Keywords: regal cinemas, heated rivalry, 4dx, hbo max, rachel reid, theatrical release, connor storrie, hudson williams, WIRED
- Source: WIRED — https://wired.com/story/4dx-movies-horny-romances-wicker-heated-rivalry
- Author: Ej Dickson
- Published: 2026-11-10T14:00:00+00:00
- Read time: 1 min
- Topics: regal cinemas, heated rivalry, 4dx, hbo max, rachel reid, theatrical release, connor storrie, hudson williams
## Regal screens Heated Rivalry in 4DX
Regal Cinemas announced a one-night 4DX screening of episodes five and six of Heated Rivalry on November 16 at fifty-nine US theaters, plus locations in Canada and the United Kingdom.
## The show is a streaming hit
Heated Rivalry is a gay hockey series adapted from bestselling novels by Rachel Reid. It first aired on Canadian network Crave but became mainstream when it came to HBO Max.
## Theatrical screenings are selling out
Heated Rivalry screenings have been selling out across US movie theaters for the past month. As of November 8, Regal earned one point four million dollars from its limited theatrical release.
## 4DX technology adds immersion
4DX technology originated in South Korea in two thousand nine. It provides motion-enabled chairs, environmental effects like wind and rain, and scents. It has mostly been used for action and thriller films.
## Demand extends beyond action films
Recently there has been increasing demand for 4DX releases for dramas, comedies, and romances. Last month, Black Bear hosted 4DX screenings of the romantic comedy Wicker, featuring motion-activated thrusts during sex scenes.
## Wicker inspired the Heated Rivalry plan
Jack Grimes, senior director of alternative business development at Regal, says the idea for 4DX Heated Rivalry screenings was inspired by the intense social media response to Wicker. Both appeal to female-driven viewership.

> We think the demographic overlap is really significant between the two. They're both very female-driven, in terms of what the viewership looks like.
## Motion effects will lean into intimacy
Grimes says the 4DX version will likely lean into motion effects where it makes sense and is tasteful.

> I mean, it's, it's something that we saw in Wicker, so I wouldn't say that it's out of a stretch of imagination to say it's going to happen here.
## Key takeaway

Regal Cinemas will screen the gay hockey series Heated Rivalry in 4DX on November 16 at fifty-nine US theaters, capitalizing on sold-out theatrical runs and fan demand for immersive romantic content.