31 Jul – So far only those living in the proximity of The Starling Mall have been able to enjoy the MX4D hall at MBO Cinemas' new flagship location, but the local cinema scene is about to get a whole lot more exciting with the upcoming introduction of three more MX4D halls in Malaysia.
"MBO is thrilled to expand our network of MX4D theatres with MediaMation," said Miriam El Bacha, MBO Cinemas' Director of Operations, in a statement from US-based company MediaMation, Inc. (MMI).
Stating that MBO Cinemas has been receiving "extremely positive feedback" since introducing MX4D in Malaysia earlier this year, there are now plans to install MX4D motion and special effects ("EFX") cinema seating system in its upcoming locations, specifically MBO East Coast Kuantan, MBO Atria Mall and MBO Aeon Farlim Ipoh.
The installation is expected to be done in the fourth quarter of 2017.
Furthermore, its Kuantan location will be the first in the country to roll out MediaMation's latest innovation, the MX4D Lobby POD.
The MX4D Lobby POD features two MX4D Motion EFX seats and choice of curved display or VR headsets to view content such as movie trailers and games.
Since the introduction of the Lobby POD concept at IAAPA 2016, it has been featured at the Coca-Cola booth at CinemaCon and CineEurope to display content created by the beverage corporation.
MX4D is currently available in over 300 cinemas around the world with MBO Cinemas being the first to bring it in into Malaysia. The cinema chain currently has 27 locations nationwide and with the addition of the three MX4D-fitted cinemas, it will have a total of 30 locations and 232 screens by this year.