Skip to main content

MediaMation and Hollywood Esports to open second MX4D Esports Theatre in Chicago

News
hollywood esports esports-hybrid MediaMation, Inc. (MMI) mx4d esports flying theatre

MediaMation (MMI) and Hollywood Esports have teamed up again to create a second MX4DĀ® Esports Theatre.

Located at Cinemas Entertainment Lawndale 10 in downtown Chicago, the new location will complement the pair’s flagship venue at the TCL Chinese Theatres in Hollywood, CA.

Described by Digital LA editor and technology blogger, Kevin Winston, as ‘one of the most advanced and innovative movie theatres Iā€™ve ever seen’, the MX4DĀ® Esports Theatre in Hollywood converts between ‘Cinema Mode’ and ‘Esports Mode’ in less than an hour. This flexible solution allows operators to widen their offering with esports tournaments and events, as well as benefit from dual revenue streams.

As spectators and gamers watch a tournament, the entire auditorium comes alive with motion and special effects in response to the tournament action on the screen. Over a dozen special effects enhance key moments in the gameplay.

MediaMation MX4D b&b theatres

A place for gamers to meet and share their passionĀ 

ā€œCinema owners are exploring new ways to appeal to our customers,” explains Henry Leong, President & CEO of Cinemas Entertainment. “As esports continues its rapid expansion in the US, cinemas have a unique ability to host weekly events and tournaments through Hollywood Esports utilising MediaMationā€™s innovative esports venue technology.

“We look forward to offering players, spectators and fans in Chicago a unique and immersive place to enjoy esports events in our new MX4DĀ® Esports Theatre.ā€

The first hybrid theatre was completed in late 2017 and opened with the launch of Wargamingā€™s World of Tanks North American Championship esports event in November.

According to President & COO of TCL Chinese Theatres, Alwyn Kushner, weekday esports events have remained bouyant, attracting a regular crowd of enthusiasts. In fact, some drive over 30 miles to participate and spectate.

“We want to create a network of locations that becomes the place for gamers to meet and share their passion for gaming, tournaments and spectating,” says Robert K. Laity, CEO of Hollywood Esports.

“We want a place they feel belongs to their local gaming community. The common technical infrastructure that MMI has built creates consistency across the planned 50 MX4DĀ® Esports Theatre locations and allows cities and locations to host events easily at low cost.ā€

Share this
charles read blooloop

Charles Read

Charles is managing director at blooloop. He attends numerous trade shows around the world and frequently speaks about trends and social media for the attractions industry at conferences. Outside of blooloop, his passions are diving, trees and cricket.

More from this author

More from this author

Related content

Your web browser is out of date. Update your browser for more security, speed and the best experience on this site.

Find out how to update