With Avengers Endgame taking over most cinema screens in the country this weekend, Inox is trying to extend the excitement with its first 4D screen in Mumbai.

The new 4D threatre launched in Inorbit Mall, Mumbai, is Inox' first attempt at creating a 4D experience. Some of its competitors, including PVR Cinemas, already have 4D screens in the country.

Inox, however, aims to take the 4D experience to the next level with the help of MX4D seats that rumble, tickle or nudge as the side walls of the theatre heave out atmospheric effects such as snowflakes, rain drops, fog and bubbles.

"We've been working hard to improve the cinema going experience. The new 4D screen is another step in the direction. We would soon launch more such screens in not just the metros, but also tier-2 and tier-3 cities," Alok Tandon, Chief Executive Officer at Inox Leisure, told BusinessLine .

MX4D, US-based MediaMation’s newest evolution in the 4D cinema experience, provides an immersive environment, where the viewers can "feel" the action on the screen from the built-in motion and effects in the seats and theatre walls. The theatre seats move in sync with the movie action and special EFX generators in the cinema, allowing one to “feel” the movie’s motion, jolts, pokes, wind, water and even scents. The in-seat features such as neck-tickler, back poker, air blast, water blast, seat popper, rumbler, leg-tickler, etc, along with the theatre’s atmospheric interventions such as snow, fog, rain, bubbles, strobe and scent will leave the audience enthralled and spell-bound, with the synchronised timing of each effect.

Mark Kamiyama, Global Head – Sales, MediaMation and Luxin-Rio International, said while demonstrating the seat and theatre effects, "We are well aware of the passionate affection that Indian movie lovers have towards their cinema entertainment, and we hope that we live up to their expectations with our technology."

Inox currently operates across 67 cities in India, through 578 screens at 140 multiplexes.

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