Malaysian movie-goers can now enjoy immersion
previously unheard and unfelt as TGV Cinemas opened a 140-seats cinema boosted
by FLEXOUND Augmented Audio™. FLEXOUND technology allows the audiences to enjoy
the movies even with the sensation of touch beyond just using vision and hearing.
TGV Cinemas celebrated the opening of an awe-inspiring
cinema site in the brand new Toppen Mall in Johor Bahru, Malaysia on November
13, 2019. The number one auditorium – The FLEXOUND auditorium - of the 9-screen
multiplex is equipped with FLEXOUND Augmented Audio™. The theater has
140 premium Milano-seats manufactured by Ferco Seating. It is now the largest
cinema in the world with the FLEXOUND Augmented Audio™ enhancement in
TGV Cinemas is a fast-growing entertainment company
operating the second largest multiplex cinema chain in Malaysia. TGV Cinemas is
strongly developing its offering to be able to provide its customers the best
movie-going experiences in the region. TGV decided to invest in the new
FLEXOUND Augmented Audio™ technology to be the first Southeast Asian cinema
company to incorporate it.
“Immersive technologies are a rising trend in the
cinema industry, and with FLEXOUND, we can provide something totally new and exciting
for our movie-goers. When you both hear and feel the sounds of the movie while
watching it, it enhances the emotions created by the film and it feels like you
are in the story yourself. It’s a very natural and engaging experience. When
the film ends, you feel like you want more,” says Yeoh Oon Lai, CEO of the TGV
“Sound is actually vibration which we can hear with
our ears but can also sense with our skin and body. For some reason we’ve only
utilized the human hearing to enjoy sounds and music so far. Synchronized sound
came to cinema in the 1920s, so its now high time to add the sensation of touch
to the movie experience and this is possible with our patented augmented audio
solution, in an elegant and sophisticated way. The seats do not move, but your
emotions will.”, explains Mervi Heinaro, FLEXOUND CEO.
FLEXOUND Augmented Audio™ complements all current cinema
sound systems. The technology offers equal sound quality in every seat
independent of seat location. It improves the clarity of dialogue and
lower-pitched tones and requires no wearable accessories. “No recode or
remixing of the sound is needed, so the cinema operators can exhibit any
content from blockbusters to local content to e-sports. We give cinema
operators a high-value competitive advantage over in-home-entertainment.”, says
FLEXOUND Chief of Cinema, Mika Oesch.
The first commercial cinema with FLEXOUND Augmented
Audio™ has been immersing audiences since February 2019 in Finland. The
technology was first introduced to the cinema industry in June 2018 at the
CineEurope in Barcelona, Spain and it has ever since created enthusiasm among
the cinema professionals and audiences alike with its natural immersive feel
FLEXOUND Augmented Audio™ is designed and engineered in Finland. The multinational team started the work in 2015 to help autistic children by adding
the sensation of touch to music. Now the versatile, globally
unique, and patented technology can be embedded into cinema, airplane or car seats, gaming chairs, cushions, furniture and more.
FLEXOUND is a member of the International Cinema Technology Association and a
winner of the Better Sound Award in the 2019 ISA Awards.
TGV Cinemas is
a wholly-owned subsidiary of Tanjong Public Limited Company established in
1995. TGV is a pioneer in cinema innovation and one of the leading multiplex
cinema operators in Malaysia.At TGV, it's not just about movies but a total
entertainment experience - for all! TGV takes pride in providing holistic
family entertainment experiences. To date, TGV has helped create countless
memories across all locations nationwide. TGV has developed a broad palette of
entertainment offers to cover all occasions. Whether you need family fun, a
great night out, a luxurious experience or an immersive cinematic adventure -
you can have it all at TGV Cinemas.
Ferco Seating, established in 1983, has evolved
throughout the years into one of the world’s largest manufacturers of public
seating. Headquartered in the UK and manufacturing in Malaysia, with
well-connected international footprints around the globe, Ferco has a wide
range of experience when it comes to understanding the challenges faced in the
cinema industry. Ferco has gained FLEXOUND certification for four of their premium
models: Verona, Milano, Tuscany and the Opus seats.