25 Apr 2013
MediaMation rolls out 4D theatre experience at Cinemex venues in Mexico
BY Aoife Dowling
US-based MediaMation, supplier of 4D/5D technology to the attractions industry, has crossed over into the cinema marketplace supplying Mexico's Cinemex with a roll-out of X4D Motion EFX theaters.
The theatres feature 3DOF motion, seat transducers, pokers, leg and neck ticklers, air and water blasts, wind, strobes, fog and scent and opened on 25 January 2013 in Mexico City.
The X4D Motion EFX uses air pneumatics to control the motion and effects in the seat and auditorium for an immersive experience.
The experience includes powerful seat transducers from 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 as well as wind, strobe, fog and scent.
The motion and effects are meticulously programmed frame by frame to match the exact action of the film.
Rolando Maggi Saez, Cinemex operations officer, said: "We selected the X4D® Motion EFX experience for its exceptional performance as MediaMation is a trusted innovator in this field for over 20 years.
"The Mexican audience is fanatical over 4D and our intent is to eventually expand to all of our locations in Mexico."
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