4D and 5D theatres are continuing to grow in popularity around the world, with countries such as Mexico and the Canary Islands recently discovering the technology, and it has become a race to see who can install first within their region, with everyone wanting an ‘exclusive’ in their territory.
For US-based motion theatre supplier MediaMation this continued growth in the sector has seen it invest heavily in R&D for new, innovative products, hardware, software and technology. Lately, it has also invested heavily to increase production processes and efficiency, helping to keep its prices competitive. Certified ASTM design, full CE approval and even passing TUV, are all recent hurdles that ensure its X4D seats can be installed virtually anywhere and give its client concrete assurance in its design and engineering.
MediaMation was established in 1991 and is headquartered in California, US. It started life as an A/V systems integrator and show control designer for theme parks, museums, science centres and attractions, which included theatres, exhibits and fountain shows. In the early 90s it was busy installing motion simulator projects all over the world, while sourcing other manufacturer’s seats. It ended up modifying the seats and the technology so much it was easier to design and manufacturer its own branded seats and X4D Motion EFX seats and theatres were born. MediaMation has continuously modified and enhanced its own technology and now offers two motion seat series – the attraction series (in 3DOF) and the cinema series (in 2DOF). This technology was designed to replace the clunky and very expensive electrical or hydraulic motion simulation technology of the past.
In 1995 MediaMation developed a piece of software called ShowFlow and it won ‘Best New Product (Technology)’ at IAAPA, really helping to put the manufacturer on the map. As an open, non-proprietary system, it allowed customers with existing motion theatres and attractions to replace their closed systems and show more films from any producer rather than being locked into a single supplier. Its flexible interface, comprehensive video capabilities and unique logic flow functionality opened up those markets to the manufacturer, as well as interactive exhibits, museums and others, really pushing MediaMation to the next level.
This profile can be read in full in the March 2012 issue of InterGame magazine.
