The TCL CHINESE THEATRE in Hollywood Announces Partnership with LA-based MediaMation, for the First Ever MX4D Motion EFX eSports Theater


(Las Vegas, NV, March 27, 2017) CINEMACON, 2017 —The world’s most famous movie palace, the TCL Chinese Theatre in Hollywood, has long been an innovator and is constantly making the entertainment experience bigger, better and more engaging for their customers. They created the world’s largest IMAX® theatre years ago and soon followed with the addition of the IMAX® with Laser technology.

Now the legendary, 90 year-old theatre, famous for its red carpet movie premieres, movie star handprints and footprints, is planning to launch the industry’s most advanced eSports theater in its adjacent Chinese 6 Theatre complex. The theater will function both as an MX4D® Motion EFX movie theatre, as well as serve as the first immersive spectator theater hosting competitive eSports tournaments and provide a launch pad for a network of tournament theaters beyond Hollywood.

“MX4D® Motion EFX theaters will provide our customers with a unique and immersive cinema experience” says Alwyn Hight Kushner, president and COO of the TCL Chinese Theatres.

“Films are now brought to life. The creation of an eSports theater will allow the TCL Chinese Theatre to play a bigger role in the emerging world of competitive gaming.”

What is eSports?

eSports is a hot, if not the hottest, new form of competition that is played on personal computers, consoles (i.e. Xbox and PS4) and mobile devices. eSports teams have moved into professional status with contracted teams and players receiving sponsorships and endorsements while participating in online and live tournaments where they compete for large cash prize pools.

Ms. Kushner added, “After we hosted the Vainglory World Championship last year, we were hooked, and want to expand our participation with a unique and exciting venue for players, tournament organizers and game publishers.”

According to Robert K. Laity, CEO of the TCL Chinese Theatre, “What we are launching is just the tip of the iceberg. We see cinema operators working together as a global network of immersive MX4D® eSports theaters and becoming part of the fabric of competitive gaming. We are in discussions with sponsors, eSports organizations and other cinema operators to join force with the TCL Chinese Theatre as we bring this exciting capability to the world of online and live tournament play.”

According to Dan Jamele, CEO of MediaMation, “eSports is a fast paced, high action form of entertainment and our MX4D® Motion EFX theaters provides the audience the most engaging and immersive viewing experience.”

He further adds, “The audience is pulled deep into the thrill of the competition.”

Enjoy an industry first eSports experience as your MX4D® seat rolls and tilts in a heart-pounding clash between world class teams. Feel the action as competitors bash, smash, maneuver, shoot, blow-up, and knock down a competitor all the while racking up points leading them to victory.

Away from the tournaments, movie goers are also in for a special surprise.

Each MX4D® theater seat moves in sync with the movie action and special effects in the cinema, allowing you to “feel” the movie’s motion, jolts, pokes, wind, water, even scents.

MX4D® is MediaMation’s uniquely branded “4D” motion and special effects (EFX) system. The motion and effects are programmed to both sync with and enhance the action on the screen for a more exciting and realistic movie-going experience.

In general, 4D refers to a new “immersive” cinema technology which allows moviegoers to experience big Hollywood “blockbusters,” as well as locally produced major films.

The MX4D® seat EFX features the addition of moving seats, air/water blasts, leg/neck ticklers, fog, seat/back pokers, seat rumblers, and other special effects such as smoke, snow, rain and more.

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