MediaMation, a 4D technology maker, recently opened its first theater in China as part of its campaign in setting foot at the lucrative Chinese market.
4D theaters offer a unique film viewing experience as physical effects are creatively combined with the elements of a 3D movie. Akin to a theme park ride, such movie houses have moving seats and hall effects such as air bubbles, lightning, smell, smoke, rain and fog.
The 4D tech firm's first project in China will be located at Wanda Cinemas in Nanning City. The venture was initiated by Luxin-Rio, a Chinese 3D equipment supplier.
MediaMation also eyes to build another 4D theater in Nanchang for another premier Chinese cinema chain, Jinyi Cinemas.
To date, China is regarded as the second largest film market in the world. It is expected to surpass the United States as the top income-producing global location for films by year 2020.
An approximated 25,000 screens are expected to be opened for the next five years, according to a Redwood Capital 2014 report. The figure implies that there will be 13 screens to be built a day.
MediaMation's president and chief-executive officer Alison Jamele remarked: "There's an emerging middle class there that didn't have this type of entertainment before."
"It's brand new. It's innovative, and the Chinese have more money to spend on this kind of thing than they did before," Jamele added.
Furthermore, the firm's co-founders also revealed that they are already in talks for other Chinese locations for 4D theaters.
Dan Jamele, MediaMation's chief technology officer and vice president, cited that over the next two years, they are planning to build 100 theaters, "which in China is a drop in the bucket."
The company's foray in China comes after its success in entering the Japanese and other Latin American countries' markets.