Representatives from the world of cinema were treated to the full force of MediaMation (MMI) MX4D® technology at the company’s VIP screening of “STAR WARS: THE FORCE AWAKENS”.
The screening, part of the International Cinema Technology Association (ICTA) conference in Los Angeles, showcased MMI’s “4D” motion EFX system to guests from Disney, Lionsgate, Dolby, All Media Capital and others.
The system enhances the immersive movie experience via the “pitch, roll, and heave” motion of the specially-designed seats.
The seats also deliver numerous other effects such as air/water blasts, leg/neck ticklers, fog and seat/back pokers, all precisely synchronised with the onscreen action.
MMI also invited members of MX4D’s growing number of super fans to explain to the attendees why they will only watch movies in this format.
“Knowing that fans of MX4D® forego seeing a movie in other formats is very interesting and important to both Distribution and Exhibition, ” said MMI’s Head of Cinema Sales, Heather Blair.
Jeff Thomas, President, All Media Capital, commented: “It totally immerses the viewer into the film. It’s something that you cannot get at home. Absolutely incredible, awesome technology. Great experience.”