B&B Theatres to open fifth MX4D cinema from MediaMation

The US cinema chain B&B Theatres has just opened its latest MediaMation MX4D theatre in Ankeny, Iowa.

The new installation, comprising 46 seats, debuted on December 12 adjacent to Ankeny’s Prairie Trail development. This hip district has become home to a number of microbreweries and bodegas. The addition of the first 4D theatre in the state is expected to draw residents from the nearby metropolis of Des Moines.

MediaMation and B&B have successfully opened MX4D theatres at four previous locations. These are Tulsa, Oklahoma; Shawnee, Kansas; and Lee’s Summit and Liberty, Missouri.

“Offering a unique out-of-home experience like MX4D has been a great draw for B&B Theatres,” says executive vice-president, Brock Bagby.

The high-tech seats for all MX4D auditoriums feature a full range of motion and effects to enhance Hollywood’s latest releases. Moving beyond standard 3D, they utilise MediaMation’s newly patented EFX armrest. This allows every audience member to have a better uniform experience. Additional atmospheric effects may include wind, fog and strobes. Recently the company has also installed new 4D theatres in Serbia, Austria and Hong Kong.

Upcoming releases for MX4D, in various theatres, include Spider-Man: Into the Spider-Verse, Mary Poppins Returns, Bumblebee and Aquaman. In addition to these Hollywood blockbusters, selected regional and national releases are available in native languages.