MediaMation installs first MX4D Motion EFX Theatre on East Coast for National Amusements
4D cinema-innovator MediaMation has inked a deal with National Amusements to install a 70-seat MediaMation MX4D™ Motion EFX Theatre in the chain’s newly refurbished, 20-screen Showcase Cinema de Lux Revere location just outside Boston, Mass. Plans call for the theatre—the first on the East Coast with full 4D Motion EFX—to open this summer.
According to Alison Jamele, MediaMation President and CEO, the installation represents a key initiative by the company to expand its presence in the U.S. MediaMation currently has 25 plus MX4D Motion EFX cinemas in diverse international locations from Latin America to the Middle East to the newly announced theatres for major chains in China (Wanda, Jinyi) and Japan (Toho.) MediaMation’s sole domestic MX4D theatre, prior to this announcement, is housed in Santa Rosa Entertainment Group’s Plaza Stadium Cinemas 14 in Oxnard, Calif., outside Los Angeles.
“We are looking forward to bringing the MX4D experience to Revere to compliment the luxury seating and XPlus premium large-format offerings in our newly remodeled theatre,” said Duncan Short, vice president of operations of National Amusements. “We really see the future in this technology to revolutionize the cinema industry and provide a sought-after new option for our most avid moviegoers.”
MX4D is MediaMation’s unique pneumatically driven motion EFX system. In general, 4D refers to an emerging “immersive” technology which allows moviegoers to experience big Hollywood “blockbusters,” as well as locally produced major films, in a new way through the addition of moving seats, air and water blasts, leg ticklers, fog scents and other special effects that emanate from specially designed theatre seats or from inside the theatre itself. These multiple special effects are programmed to both sync with and enhance the action on the screen for a more exciting and realistic movie-going experience.