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MediaMation Announces Deal With Cinemex: 4D Theater Roll-Out in Mexico


The first of 15 – 250+ seat X4D® Motion EFX theaters featuring 3DOF motion, seat transducers, pokers, leg and neck ticklers, air and water blasts, wind, strobes, fog and scent, opens January 25, 2013 in Mexico City. 

Related: MediaMation Profile/ MediaMation’s 4D Motion Effects Theater at Ripley’s Believe It or Not! Odditorium/ MediaMation’s X4D® Motion EFX Theater at Busan National Maritime Museum, South Korea

U.S. based MediaMation, leading supplier of 4D/5D technology to the attractions industry, has crossed over into the cinema marketplace supplying Mexico’s Cinemex, the world’s 6th largest chain, with a roll-out of X4D® Motion EFX theaters, and programming of new feature film releases with the major U.S. film studios and distributors.

Cinemex, a leading cinema chain in Mexico, has selected MediaMation to provide 15 – 250+ full-auditorium installs of the X4D® Motion EFX Attraction Series seats, with full motion and effects, joining the wave of new immersive experiences at the cinema.  Cinemex plans to launch one cinema per month beginning with their flagship Cinemex Santa Fe site (see image above), located in the Metropolitan area of Mexico City, on Friday, January 25, 2013, followed by Cinemex Mundo E and Cinemex Aragón.

“Cinemex is extremely excited about our agreement with MediaMation to bring 4D technology to our cinemas in Mexico.  We selectedMediaMation Announces Deal With Cinemex: 4D Theater Roll-Out in Mexico the X4D® Motion EFX experience for its exceptional performance as MediaMation is a trusted innovator in this field for over 20 years, ” remarks Rolando Maggi Saez, Operations.  “The Mexican audience is fanatical over 4D and our intent is to eventually expand to all of our locations in Mexico.”

The X4D® feature film slate for Mexico will launch with HANSEL AND GRETEL: WITCH HUNTERS, distributed by Paramount Pictures, followed by at least one new release per month with select films from all the major studios.

“Our first X4D® programmed feature film, HANSEL AND GRETEL: WITCH HUNTERS, from Paramount Pictures, is a fantastic film to launch, ” states Alison Jamele, President of MediaMation.  “The action sequences will be highlighted with motion, pops, tickles, vibration, wind, mist, fog, strobes and scent, to make you feel as if you are truly in the scene. Cinema-goers are going to love the extra dimension and depth of the films they are watching in X4D®.”

The X4D® Motion EFX Experience uses air pneumatics to control the motion (side to side, front to back, up and down) and effects in the seat and auditorium for a fully immersive experience which include an array of experiences, from powerful seat transducers – subwoofers under each seat that react to the soundtrack of the film, to seat poppers and pokers, air and water blasts, leg and neck ticklers, wind, strobe, fog and even scent.  The motion and effects are meticulously programmed frame by frame to match the exact action of the film.

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