Has Hollywood Found Something Better Than IMAX?

It was only about five years ago that James Cameron's Avatar changed the world's perspective on the cinematic experience and both IMAX and 3D. And while we've seen some marvelous titles take advantage of both formats in the time since, the reality is that the industry is now regularly looking for a way to stay fresh and innovative. We recently saw the format known as 4DX - which turns the theater into a roller coaster ride of sorts - arrive in the United States, but there's more still on the way...