Torrance, CA . . . January 26, 2016 - Representatives from Disney, Lionsgate, Dolby, All Media Capital and other movie industry entities were among the crowd at the MediaMation (MMI) MX4D® VIP screening of Disney's mega-blockbuster, "STAR WARS: THE FORCE AWAKENS," January 20, 2016 at the Plaza Stadium Cinemas 14 in Oxnard, CA.
MX4D® is MediaMation's uniquely branded "4D" motion EFX system. This emerging technology, growing in popularity across the globe, allows theatre patrons to "feel" certain action sequences of a major Hollywood blockbuster, as well as those of locally produced feature films, via carefully programmed "pitch, roll, and heave" motion EFX, air/water blasts, leg/neck ticklers, fog, seat/back pokers, seat rumblers and other special effects that emanate from specially designed theatre seats, or from inside the theatre itself.
The highly successful, VIP "STAR WARS: THE FORCE AWAKENS" MX4D® screening served as a culmination of events associated with the International Cinema Technology Association (ICTA) conference running Jan. 18-20 in Los Angeles. Prior to the screening, attendees enjoyed a gourmet box meal and champagne aboard a chartered bus, courtesy of MMI, running from the ICTA conference at the Universal Hilton to the Oxnard venue. Once arriving at the theatre, ICTA members and select industry guests were treated to soft drinks and popcorn, compliments of Santa Rosa Entertainment Group, before settling into their seats to hear brief welcoming remarks from MMI CEO Alison Jamele, CTO Dan Jamele and Head of Cinema Sales, Heather Blair.
Reacting to "STAR WARS: THE FORCE AWAKENS" in the MX4D® format, Jeff Thomas, President, All Media Capital, remarked: "It totally immerses the viewer into the film. It's something that you cannot get at home. Absolutely incredible, awesome technology. Great experience."
Added Michael Archer, ICTA President and Vice President, WW Cinema Sales, Dolby Laboratories. "It was a lot of fun - my son really enjoyed it. I thought it [4D] definitely added to the experience."
Blair summed up the impact of the event: "We value the ICTA and look forward to the LA Seminar Series every year. We invited ICTA members for a special VIP screening of "STAR WARS: THE FORCE AWAKENS" to show them MX4D® at its finest. The overall reaction was extremely positive.
"We also invited ‘super fans' to attend and address the audience," Blair continued. "The super fans -- a group of locals who evangelize MX4D® -- explained how they discovered MX4D® and why they don't see a movie if it's not in this format. Their authentic enthusiasm was well received and duly noted. As we grow both domestically and internationally, knowing that fans of MX4D® forego seeing a movie in other formats is very interesting and important to both Distribution and Exhibition."