Netherlands: Kinepolis Jaarbeurs Theater Launches New MX4D EFX Auditorium

Operated by Belgian Kinepolis Group, the Kinepolis Jaarbeurs Theater in Utrecht (NL) has launched two new auditoriums last week. The new “ScreenX“ cinema, which is equipped with one main and two side screens, provides guest with a 270-degree movie experience. Another novelty is the “MX4D EFX“ auditorium realized by American cinema technology provider MediaMation. The new auditorium features full motion seats, special effects such as weather simulations and scents to affect all senses and create an immersive visitor experience. The seats are powered by pneumatic air technology and are equipped with a patented armrest, which delivers even more effects. The movement is synchronised with the movie on the screen.

Howard Kiedaisch, CEO of MediaMation said: “This is the first location we have done with one of the greatest theater circuits in the world, Kinepolis. We look forward to more in several countries. Their cinemas are stunningly beautiful and on the cutting edge technologically.“ Worldwide, the Kinepolis Group currently operates 97 cinemas. (eap)