MediaMation Inc., a leader in immersion entertainment technology, has announced a new ten theatre deal with B&B Theatres in the United States.
MediaMation Inc. is pleased to announce a new deal with B&B Theatres, a leading operator with 50 locations and 426 screens across the United States. B&B Theatres currently has six installs and is embracing MediaMation’s MX4D technology, recognising its potential in drawing visitors in and driving box-office figures.
The deal will include new builds and existing theatres, as well as some impressively retrofitted cinema acquisitions.
The power of MX4D
“The expansion of our relationship with MediaMation proves our belief in MX4D.,” says Brock Bagby, Executive Vice President of B&B Theatres. “We plan to have three more MX4D auditoriums open by the end of this year in Texas, Missouri and Kansas. And have at least seven to follow next year throughout the country.
“The occupancy rates are exceptionally high for these fun and immersive MX4D auditoriums and the film product is a steady flow of multi-genre hits all year long. And, the two company teams work together great on construction, maintenance, operations and marketing.”
Enhancing the cinema experience
The installation will include cutting-edge seats with a full range of motion and effects, immersing customers in the worlds of Hollywood’s latest blockbusters. MX4D by MediaMation is made in Torrance, California, and each seat features a patented armrest, delivering effects such as water, scent and wind to every viewer.
While relaxing in comfort, effects such as leg and neck ticklers, seat rumblers and back pokers help guests to feel carried away by the action in front of them. The immersive experience is further enhanced by atmospheric effects like rain, fog, snow and specially programmed light effects. The innovative system is designed to enhance a wide range of genres from family favourites to spine-tingling horrors.
A valued partnership
Howard Kiedaisch, CEO of MediaMation, says, “B&B’s commitment to boldly increase their MX4D footprint is a testament to the mutual success of this valued partnership. We truly admire their circuit’s storied past, and are honoured to be part of their dramatic future as the B&B team is clearly leading the industry in creating innovative and exciting cinema formats and experiences”
New releases in MX4D for 2019 include Disney’s Maleficent: Mistress of Evil, Frozen 2 and Star Wars: The Rise of Skywalker. Sony will be releasing Jumanji: The Next Level and Charlie’s Angels, while Paramount’s offerings are Gemini Man and Terminator: Dark Fate.
MediaMation also recently announced that it had signed an agreement with Kino Arena to open four new MX4D venues in Bulgaria.