MediaMation, 4D theatre and interactive technologies expert, has been commissioned to produce a 132-seat MX4D® Motion EFX Theatre for the world’s largest shopping mall.

The 22-screen Reel Cinemas megaplex in The Dubai Mall is one of the best performing theatre complexes on the planet, tapping into the 80 million visitors who shop at the mall annually.

The deal, brokered by Middle East-based dealer/integrator Scrabble, will see one of the first MX4D® Motion EFX Theatres in the region.

“It has taken over a year and a half to secure this project, ” said Scrabble’s COO Pruthu Sha. “The cinemas in the UAE territory are favourable to adding 4D screens and technology. We decided to align ourselves with MediaMation as we liked their air pneumatic technology and their business model.”

MX4D® is MediaMation’s uniquely branded “4D” pneumatically driven motion EFX system. 4D effects such as motion seats, air/water blasts, leg/neck ticklers and scents are specially programmed to enhance the on-screen action, providing guests with a heightened and totally immersive movie experience.

Heather Blair, MediaMation’s head of cinema sales said the company was delighted with the UAE’s enthusiasm for their MX4D® theatres:  “This region frequently seeks out the best entertainment options for its citizens and visitors, and the fact that Reel Cinemas in The Dubai Mall has chosen MMI’s 4D system is a welcome endorsement of its significant value in the cinema exhibition marketplace.”