Lumma is celebrating the 10th anniversary of the launch of the 4D E‑Motion experience into cinemas. Integrating their skills as filmmakers and engineers, the founders of Lumma’s 4D E-Motion established an immersive, impactful experience for moviegoers. 4D E‑Motion technology allows audiences to feel motion, wind, water, vibration, scents, and air blasts, among other amazing effects in perfect sync with the on‑screen action.
After a long and successful implementation across theme parks, museums and attractions, Lumma made the leap into the cinema industry and opened the first 4D E-Motion auditoriums in Argentina alongside Multiplex, Cinépolis (formerly Village Cines) and Cinemark Hoyts. Since 2016 they have continued to grow in Argentina, and from there expanded to the rest of Latin America, Europe, the Middle East, Africa, Southeast Asia and the United States.
Lumma’s goal is to give exhibitors the freedom to innovate without limits, converting their theaters to 4D E-Motion auditoriums more quickly, efficiently and cost‑effectively. This year they developed intelligent installation solutions that simplify the process, optimize resources, and accelerate deployment, cutting pre‑installation costs by 70% and reducing installation time by 30%. Additionally, over 10 years no client has ever been charged for a spare part. In 2024, they launched a brand new format, Magnify 8, an immersive experience with 8 pre-programmed vibration points perfectly synchronized with the film. The new concept can be installed in selected rows, in standard seats or recliners, new or existing.
Lumma has successfully implemented the format across Latin America, the United States and Indonesia, with Europe coming soon. Lumma has manufacturing facilities in Argentina and Uruguay, while its main offices in Los Angeles work closely with Hollywood studios (Disney, Universal Pictures, Sony Pictures, Warner Bros.,Paramount Pictures, Lionsgate), and other leading studios worldwide, to synchronize films and enhance the cinematic experience.
Lumma has partnered with Cinemark, Cinepolis, Ocine, Megarama, Multicines, Caribbean Cinemas, Cine Yelmo, Regal Cinemas, B&B Theatres, Epic Theatres, Harkins Theatres, Touchstar Cinemas and many other key exhibitors on 4D E‑Motion and Lumma´s latest, Magnify 8. Lumma features in 100 auditoriums in 18 countries. Lumma’s executives —Sebastián Franco, Marcos Franco, Gabriel Castarés, Antonela Salvador, and Rolando Rodriguez—thank the entire film industry for building the best audience experience together.
“We are deeply grateful for the support of the studios, distributors, exhibitors, and our team at Lumma.” said Marcos Franco, the chief executive officer of Lumma. “Together, we have achieved the product excellence and elevated audience experience that define our offering. We are excited to continue this journey with the same passion and commitment.”
“We’ve been very fortunate to be embraced by incredible movie theater exhibitor partners across the world and growing significantly over the years with an expected magnificent 2026,” said Rolando Rodriguez, partner and board member at Lumma. “During 2025 and continuing into the new year we have seen significant growth with our 4D E-Motion and Magnify 8 products throughout existing and new markets & countries with our theater partners,” added Rodriguez.
“At Lumma we treasure and appreciate all of our theater partners. We believe in providing a best in class product and experience with all of our products, along with the reliability of performance, innovation and creativity that has earned us recognition from film studios, theater partners and more importantly, moviegoers. It’s our goal to do everything we can to help our theater partners deliver incremental attendance and revenues as the industry and consumers see & experience the benefits of premium formats like 4D E-Motion and Magnify 8,” continued Rodriguez.
“Since 2016 we have synchronized more than 460 films. In 2025 we released 75 titles in 4D E-Motion and Magnify 8 and we anticipate about 100 titles this year. We have also entered new markets where we synchronize local productions tailored to each region.” said Antonela Salvador, partner and creative director at Lumma.
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