7:03pm PT by Carolyn Giardina
CinemaCon: National Amusements to Open Its First MediaMation 4D Theater (Exclusive)
Torrance, Calif.-based 4D theater developer MediaMation has inked a deal with National Amusements to install a 70-seat MediaMation MX4D Motion EFX theater in the chain’s recently refurbished, 20-screen Showcase Cinema de Lux Revere, just outside Boston.
Scheduled to open during the summer, this will be MediaMation’s first installation on the East Coast, and underscores its initiative to grow in the U.S. market, according to MediaMation president/CEO Alison Jamele. The company also has a 4D theater — meaning that it includes moving seats, air/water blasts and other special effects — on the West Coast, which opened last summer at Santa Rosa Entertainment Group’s Plaza Stadium Cinemas 14 in Oxnard, near Los Angeles.
MediaMation, which is exhibiting its 4D system this week at CinemaCon, also has roughly 25 MX4D theaters installed in China, Japan, Mexico, Colombia and the Middle East.
National Amusements operates more than 950 movie screens in the U.S., U.K. and Latin America. “We are looking forward to bringing the MX4D experience to Revere to compliment the luxury seating and XPlus premium large-format offerings in our newly remodeled theater,” said Duncan Short, vp, operations at National Amusements. “We really see the future in this technology to revolutionize the cinema industry and provide a sought-after new option for our most avid moviegoers.”
Upcoming titles that will be released in a MediaMation format include Avengers: Age of Ultron, Tomorrowland, Poltergeist, San Andreas and Mad Max: Fury Road.