"Tide has announced it will hold an exclusive 5D 'Collateral Stain Screening' of Captain America: Brave New World, with the fifth D apparently being 'stains.'"
"The audience will get to watch the movie all while experiencing collateral stains as if they were on the periphery of the action," Tide said in a statement.
"This all sounds rather ridiculous, but it's only the latest in a trend of 'immersive' screenings of new movies that add a live experiential element."
"They can probably be traced back to the release of Twisters on moving 4DX seats, sparking a TikTok trend where fans showed what they looked like before and after the screening."
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