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MediaMation Installs Four MX4D® Motion EFX Theatres in Colombia and Mexico


Creator of 4D movie theatres, MediaMation (MMI), is continuing its success in Latin America with four new installations in Colombia and Mexico.

The installations, for Cine Colombia and Cinemex, will both feature MediaMation’s patent-pending arm rest EFX technology – a first for the region.

This latest innovation from MediaMation enables scents, wind, air blasts, fog and other special effects to emanate from an individual’s seat arm rest, designed to give patrons a ‘more uniform, enhanced and immersive experience.

The two Colombian projects, both in Bogota, consist of a 180-seater for the Titan Theatre and a 208-seater for the Americas theatre. The first is expected to be up and running by Jan 2016.

Munir Falah, CEO of Cine Colombia commented:  “I was impressed by the special effects arm rest at MMI’s booth at CinemaCon 2015 in Las Vegas.  Once I saw it in action, I knew I wanted this exciting new technology to be part of our upcoming MX4D® installations in Colombia.”

Mexico’s Cinemex has commissioned two 262-seat theatres for delivery in January 2016. MediaMation has a well-established relationship with the cinema chain, having already installed twelve MX4D® theatres in cities across the country.

Javier Reyes, Film Programming Manager for Cinemex reports: “Within the two years we’ve been working with MediaMation’s MX4D® format, we’ve reached higher revenue shares for the films with the format.”

MediaMation has been operational for over 24 years, providing turnkey solutions for clients keen to offer their guests state-of-the-art immersive 4D movie experiences.

“We are thrilled by the decisions of our existing Colombian and Mexican clients to continue supporting and expanding the implementation of MX4D®, " said Heather Blair, MediaMation's Head of Cinema. "Clearly, our immersive 4D cinema technology is resonating with their audiences.”   

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