B&B Theatres has opened another MX4D auditorium, bringing the theatre chain’s total to six. “Our continued partnership with MediaMation proves our belief in MX4D,” said Brock Bagby, executive vice president of B&B Theatres. Situated on the Kansas/Missouri state line, Overland Park is the second largest city in Kansas with nearly 200,000 residents. The theatre also has the ability to draw from the nearby Kansas City metropolitan area, which boasts almost 500,000 peoples.
Cineplexx International has opened its second and third MX4D Theatre in less than two months, this time in Serbia. Located in the country’s capital of Belgrade, which has a population of more than a million people, Cineplexx’s second MX4D theatre boasts 100 seats configured into 25 benches.
One of the biggest technology trends in motion picture exhibition today is immersive seating. Several companies have successfully partnered with exhibitors, movie studies and other producers to create an audience experience that actively mirrors the sights, sounds, actions and aromas of the movie on the screen. MediaMation is unique among these companies because not only are the seats in an MX4D theatre designed for movement and effects, the entire room is.
Cineplexx Kinobetriebe is installing the company’s first MediaMation MX4D Motion EFX Theatre, making it the first such installation in Austria. The 72-seat, 18-bench theatre is located in Graz, the country’s second largest city.