Veteran interactive technology and 4D Cinema Innovator MediaMation, Inc. (MMI) announces its debut in the expansive Chinese cinema market with the opening of its MX4D™ Motion EFX theatre for Wanda Cinemas in the major city of Nanning.
The new 100-seat MediaMation MX4D™ Motion EFX theatre opened with a press conference and throngs of eager Chinese movie-goers in March 2015. Wanda Group, one of the largest theater operator entities in the world, owns AMC Theaters in the U.S.
The initial Wanda Cinemas MediaMation MX4D™ theatre installation was initiated via MMI’s partnership with Chinese 3D equipment supplier Luxin-Rio. Besides the Nanning build-out for Wanda, plans call for another MX4D™ installation in Nanchang for Jinyi Cinemas, another major Chinese cinema chain, this spring. Contract discussions for MediaMation MX4D™ theatre installs with several other Chinese cinema chains are currently underway.
MediaMation’s big break into the Chinese cinema market comes — somewhat coincidentally — around the same time as similar developments in Japan. This year, MMI is opening the first three initial MediaMation MX4D™ Motion EFX theatres for TOHO, Japan’s number one cinema chain, under the auspices of its exclusive cinema distributor agreement with Sony Business Solutions Corporation. The announcement was made in late February 2015.
MX4D™ is MediaMation’s uniquely branded “4D” pneumatically driven motion EFX system. In general, 4D refers to an emerging “immersive” technology which allows movie-goers to experience big Hollywood “blockbusters, ” as well as locally produced major films, in a new way via the addition of moving seats, air/water blasts, leg ticklers, fog, scents and other special effects that emanate from specially designed theatre seats, or from inside the theatre itself. These multiple special effects are programmed to both sync with and enhance the action on the screen for a more exciting and realistic movie-going experience.
Observes Dan Jamele, MediaMation VP/CTO regarding MMI’s watershed move into the massive Chinese cinema market: “We at MediaMation are pleased that Wanda and other major chains have recognized many of the competitive advantages MX4D™ technology offers in the emerging 4D cinema space. Our systems are relatively flexible, quick and easy to install, as well as more environmentally friendly, than other 4D cinema technologies. This is a milestone for MMI in terms of its goals for MX4D™, and we are proud to be associated with partners Luxin-Rio, Wanda Group and Jinyi Cinemas in the great nation of China.”
Mr. Pan, General Manager of Luxin-Rio, said: “We are thrilled to work with MMI to set up the first MediaMation MX4D™ Motion EFX theatre for the largest Chinese cinema chain, Wanda. In the future, more and more movie-goers will be able to enjoy the latest and most innovative immersive experience in MediaMation MX4D™ all around the country.”
Since its inception, MediaMation has worked with major theme parks, museums and family fun centers. In 2010, MediaMation saw the opportunity to provide cinemas this same interactive, immersive technology as it did for 4D/5D Motion EFX theatres in themed environments. Since then, it has been bringing its technological innovations to the cinema market, where it has been well received — new rollouts of cinema screens are happening steadily.
About MediaMation, Inc. – For more than 24 years, MediaMation has provided innovative and visionary technological solutions to the entertainment market. MediaMation is an interactive technology company and a worldwide, leading supplier and manufacturer of patented technology for 4D/5D motion EFX theatres and seats. Besides its MX4D™ Motion EFX technology and seats, MMI designs and implements creative solutions for complex shows, rides exhibits, fountain shows, etc. for theme parks, zoos, aquariums, museums, cinemas and FECs. From concept to design to installation, MediaMation provides turnkey solutions to creating state-of-the-art 4D theatres and themed environments. For more information, visit www.mediamation.com, www.MX-4D.com, call 310.320.0696 or email: sales@mediamation.com
About Luxin Rio — Luxin-Rio is a precision manufacturer of 3D polarized modulator and 3D glasses in China. Luxin-Rio focuses on developing the 3D industry in China, including cinema equipment, theme parks, culture education, entertainment and leisure, advertising, premium home theatre systems and games. In 2013, Luxin-Rio invested in Volfoni, an international company specializing in manufacturing 3D equipment, to form a strategic partnership.
About Wanda Cinemas — Wanda is the world’s largest cinema operator, with 6, 274 movie screens accounting for 10% of the global box office. As of June 30, 2014，Wanda owns 150 cinemas in China with a total of 1, 315 screens.
