Inox Opens Yet Another India’s First Mx4d Efx Theatre At Malad

Jyothi Venkatesh

Movie-goers in India can now enjoy the adrenaline rush of the movie scenes as their MX4D seats rumble, tickle or nudge and the side walls theatre throws up snowflakes, rain drops, fog or bubbles. Taking the brand promise of “LIVE the MOVIE” to an all new level, INOX has opened India’s first MX4D® EFX Theatre at the existing INOX multiplex at Inorbit Mall at Malad in Mumbai. The roll-out of India’s first MX4D® Theatre was announced on the sidelines of ongoing CinemaCon, world’s largest event for the movie theatre industry taking place in Las Vegas from 1^st-4^th April. MX4D®, MediaMation Inc.’s newest evolution in the 4D cinema experience, provides a totally immersive environment, where you the viewers can "feel" the action on the screen from the built-in motion and effects in the seats and theatre walls and enhance the movie experience. The theatre seats will move in sync with the movie action and special EFX generators in the cinema, allowing you to “feel” the movie’s motion, jolts, pokes, wind, water and even scents. The in-seat features like neck-tickler, back poker, air blast, water blast, seat popper, rumbler, leg-tickler etc. along with the theatre’s atmospheric interventions like snow, fog, rain, bubbles, strobe and scent will leave the audience enthralled and spell bound with the flawlessly synchronized timing of each effect.

“Thanks to this innovative technology, our patrons will now be able to feel and immerse in every act of the movie. With the precisely programmed MX4D® effects, each shot would be far more engaging and entertaining. We have been making constant endeavors on the technology front to elevate the cinematic experience and strengthen our association with our patrons. We are delighted to add one more cinema format to our plex at Inorbit Mall in Malad, Mumbai” said Alok Tandon, Chief Executive Officer – INOX Leisure Ltd.Howard Kiedaisch, CEO  MediaMation and Luxin-Rio International added, "It’s truly fantastic for MediaMation to be working with such an innovative and customer focused exhibitor like INOX.  Their commitment to delivering a stellar experience for their patrons makes them the perfect partner to bring our MX4D solution to India." INOX currently operates across 67 cities in India through 566 screens at 138 multiplexes.

For more Bollywood updates, follow Bollyy!