Interactive technology company, MediaMation, is celebrating the official opening of Showcase Cinema de Lux Revere’s new MX4D® Motion EFX Theatre.
Viewers were treated to a ground-shaking performance of Universal’s blockbuster ‘Jurassic World’ thanks to the company's branded 4D technology which allows audiences to ‘feel’ the action as it happens onscreen.
Effects include in-theatre technology such as “pitch, heave and roll” motion seats, neck and leg ticklers, seat poppers, air blasts, light water sprays, scent, fog and wind.
Viewers described the performance as a “completely heightened experience, life-like, terrifying and surprising all at the same time.”
Duncan Short, vice president, USA and international operations, National Amusements, said, “Our goal is always to provide the best possible movie-going experience, and this new in-theatre offering has the potential to revolutionise the cinema industry and provide a sought-after new option for our movie-goers, one that they have been waiting for and are excited to now have right here in Revere.”
This is MediaMation's first MX4D® intallation on the U.S East Coast. The technology is already well-received around the globe and the company has recently completed installations for major cinema chains in China and Japan, as well as Mexico, Colombia, the Caribbean and the United Arab Emirates.
“The new Showcase MX4D® theatre is part of MediaMation’s corporate initiative to expand its presence in the U.S. cinema market, ” explained Dan Jamele, vice president/CTO, MediaMation. “It elevates the movie-going experience to a whole new plane.”
The company’s head of cinema sales, Heather Blair, said they were expecting to announce new partnerships in the very near future.