Richa Chadda at the Launch of MX4D Screen at Inox Inorbit

Posted On: 03 May 2019

Movie-goers in India can now enjoy the adrenaline rush of the movie scenes as their MX4D seats rumble, tickle or nudge as the side walls theatre heaves out atmospheric effects like snowflakes, raindrops, fog or bubbles. Taking the brand promise of 'Live the movie' to an all new level, INOX has launched India’s first MX4D EFX Theatre at the existing INOX multiplex at Inorbit Mall at Malad in Mumbai today. Present at the launch were acclaimed actor Richa Chadha, Mr. Alok Tandon, Chief Executive Officer, INOX Leisure Ltd and Mr. Mark Kamiyama, Global Head – Sales, Media Mation Inc. MX4D, MediaMation Inc.’s newest evolution in the 4D cinema experience, provides a totally immersive environment, where the viewers can "feel" the action on the screen 5/1/2019 INOX launches India’s first MX4D® EFX Theatre in Mumbai 3/5 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 one 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 spellbound with the flawlessly synchronized timing of each effect. The special guest of the afternoon actress Richa Chadha added, “Technology innovations are always so exciting. What’s special about MX4D is that it is seamlessly immersive and pulls you right into the movie plot. Each of these 4D effects is so well programmed that you actually end up feeling that you are a part of the scene. As an industry person, all I can say is that any such innovation, which enhances the movie experience of the Indian movie lover, is welcome. Such advancements will excite the producers as well and would motivate them to revolutionize the movie-making process”