MediaMation to open second MX4D Esports Theatre in Chicago
MediaMation (MMI) and Hollywood Esports will open a second hybrid Esports theatre at Cinemas Entertainment Lawndale 10 in downtown Chicago, following the flagship MX4D® Esports Theatre location at the TCL Chinese Theatres in Hollywood, CA.
The MX4D Esports Theatre in Hollywood was designed to convert between “Cinema Mode” and “Esports Mode” in under one hour, allowing cinema operators to enjoy dual revenue streams from MX4D films and then the quick conversion of the theatre to support the specialized needs of Esports tournaments and events. “We are honored to be partnering with Cinemas Entertainment to build and operate this leading-edge Esports theatre in downtown Chicago,” said Robert K. Laity, CEO of Hollywood Esports.
Henry Leong, president and CEO of Cinemas Entertainment, commented, “Cinema owners are exploring new ways to appeal to our customers and as Esports continues its rapid expansion in the U.S., cinemas have a unique ability to host weekly events and tournaments through Hollywood Esports utilizing MediaMation’s innovative Esports venue technology.”
Alwyn Kushner, president and COO of TCL Chinese Theatres, said, “Hollywood Esports has built a loyal following of fans, players and spectators who are attending weekly events primarily during Mondays, Tuesdays and Wednesdays. We have seen our theatre attract a crowd of over 100 enthusiasts coming to the theatre on weekday nights to participate in events. It’s nice to see the fans, many of whom are driving more than 30 miles, come to these events to both spectate and play.”