MediaMation signs up two new theatres

Cinemas News

MediaMation, Inc. has signed on two new theatres.

Cinemas Entertainment will launch a second hybrid MediaMation eSports theatre at Lawndale 10 in downtown Chicago. “We are excited to bring our unique MX4D Motion EFX Experience to the greater Chicago area,” said Dan Jamele, MediaMation’s chief technology officer. “Adding a 4D theatre that doubles as an eSports venue is sure to be a major draw for the area.”

MediaMation’s MX4D Esports Theatre starts with the company’s motion and special-effects technology and adds a package of patent-pending features that are designed to support eSports. As spectators and gamers watch a tournament, a “game jockey” animates the entire auditorium with motion and special effects in response to the tournament action on the screen. Spectators enjoy over a dozen special effects that punctuate key points in the game play.

MediaMation also inked a deal with Cineplexx for a 72-seat theatre in Grazz, Austria. “This is our first Austrian location,” said Heather Blair, head of cinema sales. “It will stand as a symbol for MMI’s dedication for rapid growth into new territories.”