MediaMation Inc., a leader in immersion entertainment technology, has announced India’s first MX4D theatre experience. The opening was a celebrity event, with Bollywood star Richa Chadha present at the launch.
Cinema-goers can now experience a truly immersive experience at the INOX multiplex, located within the Inorbit Mall at Malad, in Mumbai. INOX is proud to have launched India’s first MX4D® EFX Theatre at this venue. As well as the famous actor, the Chief Executive Officer of INOX Leisure Ltd, Alok Tandon and the Global Head of Sales at MediaMation Inc., Mark Kamiyama were also present. The launch coincided with the release of blockbuster Avengers: Endgame, which is enjoying record-breaking sales.
Best seats in the house thanks to MediaMation
Visitors will enjoy state-of-the-art seats as part of the MX4D experience. The seats have a full range of motion as well as special effects, designed to enhance the latest movie releases. This experience goes further than standard 3D, with extra atmospheric effects including wind, fog, rain and strobes. MMI’s newly patented EFX armrest adds to the customer experience too, meaning cinema-goers will have a better communal experience.
“Technology innovations are always so exciting,” says Bollywood favourite Richa Chada. “What’s special about MX4D is that it is seamlessly immersive and pulls you right into the movie plot. Each of these 4D effects is so well programmed that you actually end up feeling that you are a part of the scene.”
MediaMation is expanding the MX4D experience to sites all over the world, with a footprint in 21 countries spanning over five continents. This includes new sites in Nigeria, Chile and Columbia, as well as existing locations in China, Thailand and the Middle East.
MX4D theatres are also being used as ESports venues, as the immersive experience enhances game tournaments. MediaMation’s ESports motion seats are already in use at the TLC Chinese Theatre in Hollywood, with a second ESports venue to follow in San Diego.