B&B Theatres has opened its eighth MX4D theatre system, manufactured by MediaMation, in Dallas, Texas, US.
The first film to play in the Wylie Theatre’s newly added motion experience auditorium is Sony's Jumanji: The Next Level, followed by Disney's Star Wars: The Rise of Skywalker.
MediaMation's MX4D is a fully immersive theatre experience that features plush full motion seats and an EFX package carefully programmed to enhance the latest feature blockbusters. Seat-based effects include neck ticklers, back pokers, rumbling seats and leg ticklers.
The patented armrest supplies air and water blasts, wind and scent to each patron in the same volume with no disparity due to location in the auditorium. Within the auditorium, programmed atmospheric effects include snow, lights, fog, rain and bubbles.
This installation by B&B closely follows the opening of MX4D at its new Wheatland 9 Theatre complex in Topeka, Kansas. That site has said the auditorium has been frequently selling out and is running way ahead of initial attendance projections.
Brock Bagby, executive vice president of Missouri-based B&B Theatres, said: "We recently signed an additional 10-theatre deal with MediaMation, as the results are tremendous box office grosses and high capacity, efficient operations. As well as that, it's a presentation that can only be seen, felt, heard and literally smelled in the cinema."
