Boxoffice - May 2019
The Official Magazine of the National Association of Theatre Owners
The Official Magazine of the National Association of Theatre Owners
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MEDIAMATION EXPANDS ON<br />
FIVE CONTINENTS IN <strong>2019</strong><br />
>> Torrance, California–based Media-<br />
Mation Inc., makers of the immersive<br />
motion EFX experience MX4D, will<br />
be expanding its presence with over 50<br />
new global installations in Asia, Europe,<br />
North America, South America, and<br />
Africa beginning in mid-<strong>2019</strong>. The new<br />
installations bring MX4D’s total facilities<br />
count from 346 to over 400, a 15<br />
percent increase.<br />
“MX4D’s unique systems enhance<br />
children’s films, action-adventure,<br />
horror and comedy, where the communal<br />
MX4D viewing experience provides<br />
outstanding features that include<br />
unique auditorium effects: fog, strobe,<br />
snow, rain, and bubbles,” said CEO<br />
Howard Kiedaisch. “A full pneumatic<br />
(quiet, safe, low-maintenance, non-electric)<br />
range of motion seats each are<br />
also part of the experience and include,<br />
through a patented process, neck and<br />
leg ticklers, wind, scent, water, rumblers,<br />
and pokers.”<br />
MediaMation’s new multitheater<br />
deal with FilmHouse will move MX4D<br />
facilities into Nigeria. Said Kene Okwuosa,<br />
CEO of FilmHouse, “We are very<br />
proud to be partnering with MediaMation<br />
to bring MX4D to our theaters in<br />
Nigeria. Cinema is growing fast in West<br />
Africa, and we are delighted to be at the<br />
forefront of the industry, with the latest<br />
in immersive-viewing technology. The<br />
future is very exciting.”<br />
In South America, MX4D Motion<br />
EFX Auditoriums are now under construction<br />
with Muvix Cinemas of Chile.<br />
These MX4D-branded auditoriums join<br />
an already large motion EFX footprint in<br />
Colombia through an ongoing relationship<br />
with Cine Colombia.<br />
Other international installations set<br />
for this year include Inox Theatres’ first<br />
location at the Inorbit Mall, Malad West,<br />
Mumbai. This initial foray into India<br />
joins an already existing Asian presence<br />
for MX4D, with nearly 250 installs in<br />
greater China, a large EFX theater footprint<br />
in Japan, and locations across the<br />
Middle East, Thailand, the Philippines,<br />
and Malaysia.<br />
New installations will be announced<br />
shortly in Europe, joining new facilities<br />
with Cineplexx in Austria, Serbia, and<br />
Croatia. MX4D theaters currently operate<br />
in France.<br />
MX4D will be expanding stateside as<br />
well. Set to open in early April is B&B’s<br />
sixth U.S. location in Overland Park,<br />
Kansas. Also forthcoming is an MX4D<br />
auditorium in San Diego’s historic Gaslamp<br />
District. Other existing EFX theater<br />
locations are spread across the United<br />
States, Mexico, and soon Canada.<br />
As exhibitors diversify their theater<br />
content, MX4D also offers a proprietary<br />
esports arena conversion system. This<br />
enables auditoriums to go from 4-D<br />
film presentations to interactive gaming<br />
centers, with sponsorship zones, live<br />
transmission of contests, pop-up gaming<br />
consoles, and an effects jockey station.<br />
PREMIUM LARGE<br />
FORMAT<br />
CJ 4DPLEX’S 4DX AND SCREENX<br />
GLOBAL FOOTPRINTS GROW<br />
>> Seoul-based CJ 4DPlex continues to<br />
ink deals that expand its 4DX immersive<br />
seating and ScreenX panoramic screen<br />
technologies around the globe.<br />
All told, CinemaCon saw the company<br />
announce nine international deals,<br />
detailed below:<br />
• Bright Minds/Empire Cinemas to open<br />
10 new 4DX theaters in Saudi Arabia<br />
by 2023<br />
• Cineplanet to open three ScreenX theaters<br />
in Peru and Chile by <strong>2019</strong><br />
• Cineplex to open 20 additional<br />
ScreenX theaters in Canada, with the<br />
first 12 screens by 2020<br />
• Cineplex GmbH & Co. KG to open<br />
Germany’s first 4DX screen in <strong>2019</strong><br />
• Inox to bring the first ScreenX theaters<br />
to India<br />
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BOXOFFICE ® (ISSN 0006-8527), Volume 155, Number 5, <strong>May</strong><br />
<strong>2019</strong>. BOXOFFICE ® is published monthly by <strong>Boxoffice</strong> Media,<br />
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MAY <strong>2019</strong><br />
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