NORWOOD, Mass.--(BUSINESS WIRE)--Showcase Cinema de Lux Revere today announced the opening of the Showcase MX4D® Theatre in its newly refurbished, 20-screen venue. The next generation “MX4D®” theatre will allow movie-goers to experience major motion pictures in an exciting new way, immersing patrons in the action on screen via an array of carefully programmed special effects.
Unique features of MX4D® cinema technology include “pitch, roll and heave” motion seats, air and water blasts, leg ticklers, fog, scents, and other special effects that emanate from the patrons’ seats or from inside the theatre itself. The nuanced effects are artfully designed to enhance the on-screen action and sound. Patrons may feel their seats move during a car chase; a small spray of water during a swimming scene; a balmy wind during a romantic interlude. All these effects work together to transport the patron more deeply into the motion picture.
“The entertainment industry is one that is ever-evolving, and we are excited to be the first cinema theatre on the East Coast to feature MX4D® Motion EFX technology,” said Duncan Short, vice president, USA and international operations, National Amusements. “Our goal is always to provide the best possible movie-going experience, and this new in-theatre offering has the potential to revolutionize the cinema industry and provide a sought-after new option for our movie-goers.”
The Showcase Cinema de Lux Revere MX4D® theatre is only the second MX4D® cinema theatre in the United States. MX4D® is the branded 4D technology for California-based MediaMation, Inc., whose innovative theatres are already enjoying great success abroad, with installations in China, Japan, Mexico, the Caribbean and the United Arab Emirates.
Added MediaMation Vice President/CTO Dan Jamele, “We are proud our MX4D® technology is really generating big, enthusiastic audiences in foreign markets. With this Revere installation, we fully expect American movie-goers will be equally as enthralled with this exciting, immersive new feature film format that literally ‘moves’ you into the action.”
Starting August 7, Showcase MX4D® will show “Fantastic Four,” and will continue to feature major film studio releases throughout the year.
To learn more about the Showcase MX4D® Theatre at Showcase Cinema de Lux Revere, to purchase tickets for the upcoming Showcase MX4D® films, or to view general movie show times and purchase tickets online, visit http://www.showcasecinemas.com.
ABOUT NATIONAL AMUSEMENTS, INC.
National Amusements, Inc. is a world leader in the motion picture exhibition industry operating more than 950 movie screens in the U.S., U.K. and Latin America.
National Amusements delivers a superior entertainment experience in theatres around the world under its Showcase, Multiplex, SuperLux and Cinema de Lux brands. Based in Norwood, Massachusetts, National Amusements is a closely held company operating under the third generation of leadership by the Redstone family. National Amusements is also an equal partner in the online ticketing service MovieTickets.com and is the parent company of both Viacom and CBS Corporation. Visit them at www.showcasecinemas.com.
ABOUT MEDIAMATION, INC.
For more than 24 years, MediaMation has provided innovative and visionary technological solutions to the entertainment market. MediaMation is an interactive technology company and a worldwide, leading supplier and manufacturer of patented technology for 4D/5D motion EFX theatres and seats. Besides its MX4D® Motion EFX technology and seats, MMI designs and implements creative solutions for complex shows, rides exhibits, fountain shows, etc. for theme parks, zoos, aquariums, museums, cinemas and FECs. From concept to design to installation, MediaMation provides turnkey solutions to creating state-of-the-art 4D theatres and themed environments. For more information, visit www.mediamation.com, www.MX-4D.com, call 310.320.0696 or email: sales@mediamation.com.