MediaMation, Inc. (MMI) launches innovative MX4D® VR Lobby Pod to increase dwell time and drive revenue for cinema chains.

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 almost three decades.

MediaMation debuted its new breakthrough concept, the MX4D VR Lobby 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 MX4D VR Lobby POD generated a strong response from exhibitors with an interest in new ways to engage customers
in their lobbies.

Key executives from Disney, Fox, Paramount, Warner Brothers, Universal, and Sony were in attendance throughout the day and evening”.

– Heather Blair, Head of Cinema Sales, MediaMation, Inc.
MediaMation is also partnering with Coke again during CinemaCon 2017; using a custom-branded POD. Coke’s first use of the POD was at the (IAAPA) conference in November 2016.

The VR Lobby POD features the Coca-Cola brand on the exterior paired with a dynamic MX4D experience and branded content. Feedback from industry executives and IAAPA attendees was overwhelmingly positive, with the “Coca-Cola” smell being a standout favorite. version of the POD for their booth at CinemaCon 2017.

The MX4D VR Lobby POD features six high-profile areas for custom graphics, enabling a cinema chain 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.

“We received a lot of positive and constructive feedback during IAAPA 2016 and at our official concept release at ICTA LA 2017. We couldn’t be more excited to bring the latest MediaMation innovation to cinemas in the coming year,” states Heather Blair, MediaMation’s Head of Media Sales.



For 25 years, MediaMation, Inc. has provided innovative technological solutions to the entertainment market. MediaMation is an interactive technology company and a worldwide, leading supplier and manufacturer of patented technology for 4D/5D motion EFX theatres and seats, including its MX4D® Motion EFX technology. MMI also designs and implements turnkey creative solutions for complex shows, rides, exhibits, fountain shows, etc. for theme parks, zoos, aquariums, museums, cinemas and FECs.


Author: VR Reporter

I am a hi-tech enthusiast, VR evangelist, and a Co-founder & Chief Director at Virtual Reality Reporter!

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