Las Pinas City, Philippines—Feb 23, 2016
4D Cinema Manufacturer Mediamation Inc., Expands Presence in Pacific Rim with First MX4D® Cinema Installation
In the Philippines.
Next-Generation 4D cinema manufacturer MediaMation, Inc. (MMI) of Torrance, CA, United States, has partnered with prominent cinema system integrator Goldenduck Group of Bangkok, Thailand, to install the first MediaMation MX4D® cinema theatre in the Philippines.
Installed mid-Feb. 2016, the new 80-seat MX4D® motion EFX theatre is commissioned by major local cinema chain Vista Cinemas and is housed in the Evia Lifestyle Center in Las Pinas City, Philippines.
The flagship MX4D® Philippines installation features MMI’s patent-pending EFX armrest. The unique special EFX delivery system, available as an option from MMI, allows scents, wind, air blasts and water blasts to emanate from each theatre patron’s individual seat armrest.
MX4D® is MediaMation’s uniquely branded 4D pneumatically driven motion EFX system. In general, 4D refers to an emerging immersive cinema technology which allows movie-goers to experience big Hollywood blockbusters, as well as locally produced major films, in a new way via the addition of moving seats, air/water blasts, leg/neck ticklers, wind, fog, seat/back pokers, scents, seat transducers and other special effects that emanate from specially designed theatre seats, or from inside the theatre itself. These special effects are programmed to sync with and enhance the action on the screen and sounds in the theatre for a more exciting and realistic movie-going experience.
When asked why Golden Duck chose MediaMation’s 4D system over others on the market, Thomas Tan of Goldenduck, responded: “We chose MediaMation after visiting Cinemacon this past year, with a belief that their product is a good complement to our existing product line-up. The technology MediaMation uses – such as the pneumatic seats – will be a welcome addition to any exhibitor in the Philippines wanting to give cinema-goers a new experience.”
Added Heather Blair, MediaMation Head of Cinema Sales: “We have been in discussions with many theatres and dealers/integrators in the Pacific Rim. When Goldenduck approached us, we knew they were the right integrator for this deal. They had a great relationship with Evia Lifestyle Center and many other cinemas in the Philippines. This market is very excited to experience the new 4D technology. We are thrilled to be working with Goldenduck and look forward to many installations in the coming year.”
EVIA LIFESTYLE CENTER, home of the first MX4D®cinema in the Philippines, is an upscale commercial and lifestyle mall owned and operated by Vista Malls. Built by top Philippine real estate developer Vista Land and Lifescapes, Inc. (VLL), the mall is located at the heart of the company’s flagship community development, VISTA CITY in Daang Hari, a 1,500+ hectare multi-use township complete with residential villages, commercial enterprise hubs, and retail centers. Evia Lifestyle Center complements its high-street shopping and dining offerings with the opening of their MX4D® equipped cinemas February 2016, marking the retail complex’s final phase of development. VLL also recently acquired Starmalls, Inc. in a PHP 33 Billion deal to expand their retail and commercial operations on a nationwide scale, complementing VLL’s over 20 township developments across the country.