Uncommon · Literature
MX4D
4D film format developed by MediaMation
MX4D is a 4D film presentation system developed by the American company MediaMation that allows a film to be augmented with environmental effects, such as motion, odors, and humidity. It uses theater seats which tilt forward, backward, and to the side in synchronization with onscreen motion, as well as air blasts, tactile effects, and other technology.
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The system was commercially introduced with the release of Hansel and Gretel: Witch Hunters in 2013, where Mexico's Cinemex opened its first MX4D room in Santa Fe, Mexico City. On 6 May 2014, Cine Colombia opened its first MX4D theater, labeled as Dinamix 4D, in Barranquilla, Colombia at the Centro Comercial Buenavista mall, with the release of The Amazing Spider-Man 2. On 26 March 2014, MediaMation entered an agreement with Santa Rosa Entertainment to install the first MX4D systems in the United States. One was first used for the release of Transformers: Age of Extinction at the Plaza Cinema 14 theater in Oxnard, California on 27 June 2014. September 2018 Cineplexx Austria opened Austrias first MX4D system with 72 seats in the city of Graz. Diesel Cinemas followed one year later with an installation of 112 seats in the town of Gleisdorf. In 2017, B&B Theatres has opened their first MX4D theaters in Kansas, and has since expanded locations. In October 2019, B&B Theatres signed a deal with MediaMation to expand with 10 more locations.
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