There's a company I think they said from Taiwan who has movie theater designs to make movies "4D." This means you still wear glasses (I think) to see the 3D in the movie, but they are adding smell and the seats will move/vibrate in accordance to some movie scenes (like at disney world.)
The trade off is that 4D movies will most likely be about $40 a ticket!!
The theaters to house this new technology has to be built completely from scratch...they can not 'implement' the systems into current movie theaters.