TORRANCE, Calif . . . Thursday, February 19, 2015 Award-winning interactive technology house MediaMation, Inc. (MMI) is "riding high and ‘Taken' it all in" following its highly successful VIP industry screening of the Liam Neeson box-office hit, "Taken3" at its flagship U.S. MX4DTM Motion EFX Theatre in the Plaza Stadium Cinemas 14 in Oxnard, CA.
According to MMI Head of Cinema Sales Heather Blair, domestic and international exhibitor interest in MMI's MX4DTM Motion Effects Theatres "has surged dramatically" in the wake of the event, which was tied to the recent International Cinema Technology Association (ICTA) conference held late last month. "In fact," Blair notes, "the positive response following this event is quite impressive. We are on the verge of announcing several major sales and installs for our MX4DTM theatres in various regions of the globe."
On January 21, invited cinema industry insiders were treated to a gourmet box dinner and champagne aboard a chartered luxury bus that departed from the ICTA conference in Los Angeles. Once arriving at the aforementioned Plaza Stadium Cinemas 14, each VIP was treated to popcorn and a drink courtesy of Santa Rosa Entertainment Group, owners of the cinema house. After brief welcoming remarks from MMI executives -- President/CEO Alison Jamele, VP/CTO Dan Jamele, and Head of Cinema Sales Heather Blair -- the house lights dimmed in MMI's 104-seat MX4DTM "Cinema 9." Shortly thereafter, the crowd of theatre chain exhibitors, vendors, technicians, media reps and other industry lights became immersed in the "pitch, heave and roll" seat motion EFX, as well as the carefully nuanced rumbles, pokes, smoke, water and air blasts that punctuated the car chases, fight sequences and other on-screen action in Fox's "Taken3."
Noted Thomas McCalla of Covergent: "I thought it was enjoyable. I found it really enhanced the experience," he said. "Since this movie [Taken3] had a lot of cars in it, the [motion EFX] ride with the car went with [the car action in the film] very well. "
Added another industry guest: "I really liked it, I had a good time. It's different than seeing the movie -- it's like ‘being in' the movie . . ." he said, "Actually the ticklers were the best thing, so unexpected!"
Reflecting on the success of the "Taken3" event, President/CEO Jamele remarked: "The success of the ‘Taken3' event in our MX4DTMOxnard venue really has exceeded expectations. Our sales team is reporting a lot of solid, positive activity that can be directly attributed to the buzz surrounding the event and the related industry exposure of MMI's unique pneumatically driven MX4DTMtechnology ‘in action' in a real-life theatre setting."
MX4DTM is MediaMation's uniquely branded "4D" pneumatically driven motion EFX system. In general, 4D refers to an emerging "immersive" technology which allows movie-goers to experience big Hollywood "blockbusters" in a new way via the addition of moving seats, air/water blasts, leg ticklers, fog, scents and other special effects that emanate from specially designed theatre seats, or from inside the theatre itself. This array of special effects are programmed to both sync with and enhance the action on the screen for a more exciting and realistic movie-going experience.
About MediaMation, Inc. - Founded in 1991, MMI has sold/installed MX4D® Motion EFX seats and turnkey 4D/5D theatres throughout the world. Most recently, installations have included 250+ seats each for Cinemex's X4D® Cinema Theatres installed/installing throughout Mexico in 17 of their cineplexes. Cinemex is the 6th largest Cinema chain in the world and was recognized as the "Best International Cinema" at the ShowEast Conference in 2013. Cine Colombia, the largest chain in Colombia, has added five Motion EFX 4D rooms.
Longstanding MMI clients such as "Ripley's Believe It or Not," Moving 4D Theatres in San Antonio, Texas; and Baltimore, MD and more; as well as Legoland Discovery Centers in Toronto, Chicago and other locations, continue to use MMI to supply them with high-quality 4D immersive theatres. MediaMation's MX4DTM Motion EFX Theatres are installed in more than 34 countries, such as multiple locations in the Museo De Cera's Viaje Fantastico Theatres in Mexico and the Royal Saudi Air Force Museum. For more information, visit www.mediamation.com , email: firstname.lastname@example.org , or call 310-320-0696.