Malco Theatres is adding a little more movement to the moviegoing experience.

The Memphis-based exhibitor has signed its first agreement with D-BOX Technologies to install the company’s haptic motion seating in 13 auditoriums across four theaters in Tennessee and Arkansas. Three auditoriums at Malco Paradiso in Memphis, four at Malco Collierville, three at Malco Razorback in Fayetteville and three at Malco Fort Smith will receive the technology, with installations beginning in late September and all 13 expected to be operating by Thanksgiving.

D-BOX seats use synchronized movement, vibration and other haptic effects programmed to match the action onscreen. But what appears to have appealed to Malco was not simply another premium amenity.

Wes Lunsford, Senior Vice President and Executive Committee member at Malco, specifically cited the flexibility of offering D-BOX across multiple auditoriums, films and showtimes as an important factor in the circuit’s decision. That matters at a time when exhibitors are trying to give audiences differentiated experiences without necessarily dedicating an entire auditorium to a single premium format.

The agreement also represents a sizable opening move between the two companies. Malco operates more than 330 screens across 31 locations in the Mid-South, while D-BOX has been expanding its U.S. exhibition footprint this year through new agreements with B&B Theatres and Marcus Theatres.

For Malco, the deal adds another premium option without requiring the circuit to commit entire auditoriums to a dedicated large-format concept.