Arts Alliance Media (AAM) has agreed a significant MX4D partnership with Lotte Cinema, the second largest multiplex cinema chain in Korea, and AMPA, a Korean cinema technology integrator.

Presenting audiences with an unrivalled, multi-dimensional moviegoing experience, Lotte Cinema will introduce the immersive MX4D Motion EFX Theatre to 10 locations throughout South Korea as they prepare to enhance their PLF offering and accelerate box office revenue.

Selected over recognised, local 4D solutions, MX4D will be installed at two sites in 2023, with the remaining eight locations set for completion throughout 2024 and early 2025. Responsible for all installations, AMPA, the acting technology partner, will become Lotte Cinema’s first point of contact for MX4D’s motion and special effects products and services.

“We’re delighted to bring the renowned MX4D brand to our cinemas in South Korea,” explained Kim Byung Moon, Managing Director of the Cinema Business Division at Lotte Cultureworks. “Our primary objective is to offer unforgettable moviegoing experiences where audiences can immerse themselves in the on-screen action. With MX4D’s best-in-class motion technology, we can achieve that objective.”

Combining a patented EFX armrest with ranging motions and 10 in-seat special effects, including wind, scent, and water blasts, MX4D’s comfortable, state-of-the-art seats offer moviegoers a unique environment in which to ‘feel’ the on-screen action. Adding to the auditorium’s appeal, rain, fog, snow, and carefully programmed light EFX also contribute to creating a thrilling theatrical setting.

With motorless action and by harnessing its robust, award-winning control system, exhibitors can count on MX4D’s long life expectancy and reliably low maintenance.

“As proud partners of Arts Alliance Media, we’re confident the deployment of MX4D across Lotte Cinema will help to further revolutionise the audience experience and attract new customers,” added Kim Tai Joo, CEO of AMPA Korea.

Peter Kim, Global Sales Director at Arts Alliance Media, added, “to partner with Lotte Cinema for the installation of 10 MX4D Theatres, via our trusted technology partner, AMPA, indicates both their commitment to serving first-rate cinema experiences and the power of the MX4D brand.”