Rocking the eSports World: MediaMation will shake up gaming at famed TCL Chinese Theatre


The legendary, 90-year-old TCL Chinese Theatre in Hollywood, CA, famous for its red carpet movie premieres and movie-star handprints and footprints, is now preparing to enter the world of sports, courtesy of innovative 4D motion-seating company MediaMation.

The TCL Chinese Theatre plans to launch the industry’s most advanced sports theatre in its adjacent Chinese 6 Theatre complex. The theatre will function both as an MX4D® Motion EFX movie theatre, as well as serve as the first MX4D immersive spectating theatre hosting competitive sports tournaments and provide a launch pad for a network of tournament theatres beyond Hollywood.

According to Dan Janelle, CEO of MediaMation, “eSports is a fast-paced, high-action form of entertainment and our MX4D Motion EFX theatres provide the audience the most engaging and immersive viewing experience. The audience is pulled deep into the thrill of the competition.”

Jamele continues, “MediaMation designs, engineers and installs ultra-modern, modular eSports destinations, temporarily converting the theatre space into a full-scale eSports tournament environment (and then back to theatre space!). The goal is to offer a professional and immersive environment for spectating while the audience ‘feels’ the gaming action in their MX4D eSports spectator seat.”

He adds, “It just made sense for MediaMation to be in the eSports space. The MX4D ‘theatre-to-arena’ initiative is immersive, eSports spectating like nobody has ever seen before!”

Alwyn Hight Kushner, president and COO of the TCL Chinese Theatres, explains, “After we hosted the Vainglory World Championship last year, we were hooked, and wanted to expand our participation with a unique and exciting venue for players, tournament organizers and game publishers.”

Robert K. Laity, CEO of the TCL Chinese Theatre, declares, “What we are launching is just the tip of the iceberg. We see cinema operators working together as a global network of immersive MX4D sports theatres and becoming part of the fabric of competitive gaming. We are in discussions with sponsors, sports organizations and other cinema operators to join force with the TCL Chinese Theatre as we bring this exciting capability to the world of online and live tournament play.”

Participants will enjoy an industry-first eSports experience as their MX4D seats roll and tilt in an exciting clash between world-class teams. They’ll feel the action as competitors bash, smash, maneuver, shoot, blow up and knock down their rivals while racking up points.

E-sports (also known as competitive or pro videogaming) is a hot new form of competition that is played on personal computers, consoles (such as Xbox and PS4) and mobile devices. E-sports teams have moved into professional status, with contracted teams and players receiving sponsorships and endorsements while participating in online and live tournaments where they compete for large cash-prize pools.

Jamele notes, “My research shows that eSports has been experiencing double-digit growth for several years. The eSports global community is currently 148 million strong. The League of Legends championship, in 2016, drew 36 million fans. That's more than the NBA Finals!”

Away from the tournaments, moviegoers can enjoy watching feature films in an MX4D theatre seat that moves in sync with the movie action and special effects in the cinema, allowing them to “feel” the movie’s motion, jolts, pokes, wind, water, even scents.

MX4D is MediaMation’s uniquely branded “4D” motion and special-effects system. The motion and effects are programmed to both sync with and enhance the action on the screen for a more exciting and vivid moviegoing experience.MX4D effects include moving seats, air/water blasts, leg/neck ticklers, fog, seat/back pokers, seat rumblers, smoke, snow, rain and more.

After enhancing blockbuster movies, MediaMation is literally entering a new arena. “The draw of eSports tournaments is almost guaranteed to increase the frequency of cinema visits,” Jamele pledges. “Cinema chains that partner with MediaMation will enjoy a new revenue stream through the MX4D ‘theatre-to-arena’ eSports initiative.”

For more information about MediaMation’s MX4D “theatre-to-arena” eSports initiative, contact or call 310-320-0696.