Leading interactive technology expert, Mediamation, has supplied its cutting-edge MX4D offering to two major cinema chains – B&B Theatres and Cine Colombia.

Last month, B&B Theatres opened its first MX4D Motion EFX Theatre in Shawnee.

Since then, Cine Colombia announced its intention to create two new Dinamix 4D Theatres
featuring Mediamation’s MX4D Motion EFX Seating.

The news demonstrates the growing demand by increasingly sophisticated audiences for immersive cinema experiences.

The B&B Theatres installation is the first for the Midwest and only the fifth in the country. MX4D offers a totally immersive environment where guests can effectively ‘feel’ the action they are watching on screen. The experience is delivered via built-in motion and effects in the seats and surrounding theatre. Seats move in sync with onscreen action enhanced by special effects such as wind and water effects, jolts, pokes, and even scents.

The ultimate movie-going experience

“Mediamation’s MX4D is the ultimate movie-going experience,” explains Brock Bagby, Vice President of Development of the Shawnee project. “You cannot recreate this experience anywhere else.”

“MediaMation is confident that B&B’s new 4D theatres will deliver their audiences a thrilling and entertaining experience that only MX4D technology can deliver,” adds Dan Jamele, CEO MediaMation, Inc.

Cine Colombia and MediaMation have already forged a strong partnership since their first project together back in 2014. Currently, Cine Colombia employs MediaMation’s MX4D technology in 7 Dinamix 4D locations in its theatres in Bogotá, Barranquilla, Villavicencio and Cali.

Next on the list is the Chipichape Theatre in Cali, followed by the Molina Theatre in Medellin which is slated to open in December.

“Our goal is always to provide the best possible entertainment for our patrons, and Dinamix, driven by MediaMation’s MX4D Motion EFX technology, delivers a state of the art, immersive 4D experience that our patrons greatly enjoy,” says Daniel Montes, Director de Mercadeo, Cine Colombia.

MX4D Motion EFX technology has proved a hit with audiences worldwide, with over 300% growth year on year. MediaMation’s MX4D technology is currently installed in over 200 cinemas across the globe, including the US, China, Mexico and the Middle East.