4D cinema specialist, MediaMation Inc. (MMI), has partnered with Goldenduck Group of Bangkok to bring its branded MX4D® cinema theatres to the Philippines.

The country's first MX4D® motion EFX theatre installation is an 80-seater venue commissioned by major local cinema chain, Vista Cinemas.

Located in the Evia Lifestyle Centre in Las Pinas City, Philippines, the new theatre features MMI’s EFX armrest which delivers scents, wind, air and water blasts to enhance the onscreen action.

Evia Lifestyle Centre is a high-end shopping mall developed by Vista Land and Lifescapes Inc. as part of the company’s flagship community Vista City.  Located in Daang Hari, the multi-use development spans 1, 500+ hectares and comprises residential villages, commercial and retail offerings.

“We chose MediaMation after visiting Cinemacon this past year, with a belief that their product is a good complement to our existing product line-up, ” comments Thomas Tan of cinema system integrator, Goldenduck.  “The technology MediaMation uses – such as the pneumatic seats – will be a welcome addition to any exhibitor in the Philippines wanting to give cinema-goers a new experience.”

The new partnership demonstrates the growing interest in immersive cinema experiences worldwide and expands MMI’s presence in the Pacific Rim.

“This market is very excited to experience the new 4D technology, ” confirms MMI’s Head of Cinema Sales, Heather Blair. “We are thrilled to be working with Goldenduck and look forward to many installations in the coming year.”