Arts Alliance Media (AAM), the global leader in digital cinema software and support services and exclusive reseller of MediaMation MX4D® Motion EFX Theatres in the cinema market, has announced the completion of Romania’s first MX4D® installation at Inspire Cinema, one of the country’s leading cinema operators.

Reinforcing their PLF offering with the aim to accelerate box office revenue, Inspire Cinema has introduced the immersive MX4D Motion EFX Theatre at their foremost location in Romania, the Electroputere Mall in Craiova.

Celebrating the completion of their first 81-seat MX4D theatre, Inspire Cinema hosted a dedicated screening for influencers and media on November 11, 2023 before officially opening their doors to the public the following day, enabling moviegoers to enjoy an unparalleled, multi-dimensional cinematic experience.

“After our first experience of MX4D, it became a personal goal to see it installed within our flagship Inspire Cinema location,” explained Adrian Cojocaru, CEO of Inspire Cinema. “Our network has built a reputation for embracing the very best in cinema technology and MX4D is no exception. We’re confident our audiences will relish the opportunity to augment their cinematic experience.”

Combining MediaMation’s 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. While in theatre effects, including rain, fog, snow, and carefully programmed light EFX, also combine to create a thrilling theatrical experience.

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

Dale Miller, Technology Consultant at Arts Alliance Media, added, “We are thrilled to introduce the esteemed MX4D brand to Romania through our partnership with MediaMation and Inspire Cinema. It is our steadfast mission to expand MX4D’s global presence, and with the dedicated support of Adrian and his team, we can captivate new audiences with its immersive technology.

We extend our sincere appreciation to the Inspire team for orchestrating a spectacular grand opening and for their unwavering commitment to ensuring its success.”