8:19am PT by Carolyn Giardina
CinemaCon: MediaMation Inks 4D System Deals With Two Cinema Chains
LAS VEGAS — "4D" theater system provider MediaMation said Thursday at CinemaCon that it has closed deals with cinema chains Santa Rosa Entertainment and City Cinema in Oman.
Each plans install the first of several MediaMation X4D Motion EFX theaters in time for the summer movie season. These theaters offer a "4D" experience with motion-controlled seating and effects such as wind, strobe, fog and scents.
Santa Rosa Group’s Plaza Cinema 14 in Oxnard, Calif., will be the first X4D installation in the U.S. “We are very excited about our first U.S. based X4D cinema theater. As a U.S.-based manufacturer, we wanted to find a partner whose theaters represented a very ‘middle America’ and younger demographic,” said Dan Jamele, vp and CTO of MediaMation.
Torrance-headquartered MedaMation said it currently has X4D systems installed in auditoriums in 34 countries.
At CinemaCon on Monday, competitor CJ 4DPlex announced a deal with AEG to install its first U.S.-based 4D system at Regal Cinemas L.A. Live Stadium 14 in Los Angeles, which is expected to be completed in late June or early July. 4D system provider D-Box is additionally demoing its technology at CinemaCon.