A pioneer of interactive
entertainment technology, MediaMation, Inc. (MMI), a US-based company, has led
innovation in creating immersive experiences for cinemas, theme parks and
attractions for over two decades. MMI debuted a new breakthrough concept, the MX4D VR Pod System, at the ICTA Seminar Series in LA.
This concept is a cutting-edge attraction designed to increase dwell time in
lobby and concession areas and drive additional revenue for cinema owners. MMI
is collaborating with exhibitors, studios and brands on content that resonates
with patrons during the customer intercept research phase, before executing
full production of the lobby systems.
For the
launch, MediaMation and
GDC-Tech hosted an ICTA after party on January 18th at Pacific Theaters The
Grove. In advance of GDC-Tech’s special screening of Patriots Day (in DTS
sound), guests enjoyed exclusive access to be “one of the first” to experience
the MX4D VR Pod. The Pod generated a strong response from exhibitors with an
interest in new ways to engage customers in their lobbies and key executives
from Disney, Fox, Paramount, Warner Brothers, Universal and Sony were in
attendance throughout the day and evening.
MediaMation
also partnered with
Coca-Cola on a custom-branded Pod that was
included in the Coca-Cola booth at the International Association of Amusement
Parks and Attractions (IAAPA) conference in November. This Pod featured the
Coca-Cola brand on the exterior paired with a dynamic MX4D VR experience and
branded content. Feedback from industry executives and IAAPA attendees was overwhelmingly
positive, with the “Coca-Cola” smell being a standout favorite. In March,
Coca-Cola will partner with MMI on a branded version of the Pod for their booth
at CinemaCon 2017.
The Pod
includes two
MX4D Motion EFX seats and choice of VR headsets, used
to view virtual reality, branded and 3D content, as well as trailers and games,
for an exhilarating and entertaining ride. The Pod features six high-profile
areas for custom graphics, enabling exhibitors to generate revenue through
third-party advertising, admissions and micro-transactions. This one-of-kind
lobby attraction is designed to excite and engage patrons, and encourage
sharing on social media to increase cinema exposure.
“My team
and I wanted to create a turnkey cinema attraction that combines the latest VR
technology with our MediaMation MX4D seats to create a winning solution that
increases revenues for our cinema partners,” said
Dan Jamele, CEO, MediaMation, Inc.. “We received
a lot of positive and constructive feedback during IAAPA 2016 and at our
official concept release at ICTA LA 2017 last week. We couldn’t be more excited
to bring the latest MediaMation innovation to cinemas in the coming year.”
