Arts Alliance Media Reveal the Potential of HeyLED and MX4D in First LA Tech Tour

Arts Alliance Media has revealed the full potential of their portfolio’s immersive PLF solutions after the inaugural LA AAM Tech Tour
Las Vegas, NV ( April 26, 2023 ) -

Arts Alliance Media (AAM), the global leader in digital cinema software and services, have revealed the full potential of their portfolio’s immersive PLF solutions after influencers, exhibitors and integrators embarked on the inaugural AAM Tech Tour in Los Angeles.

The tour provided an opportunity for the cinema community to experience, receive insight and hear from the manufacturers of MX4D and HeyLED; two of AAM’s progressive partner solutions, to understand how exhibition can create a point of difference and boost box revenues.

Starting the day-long event at the TCL Chinese Theatre on Hollywood Boulevard, attendees received a demonstration of MX4D in an eSports and feature setting as Dan Jamele, Co-Founder and CEO of MediaMation, gave context to the eSports trend, an overview of MMI’s history in cinema, and insight into product operations and maintenance, before visitors departed via coach to the next stop, Krikorian Premiere Theatres.

“Our first Tech Tour was really to provide an opportunity for the industry to experience these technologies for themselves and understand how progressive PLF solutions like HeyLED are shaping the future of cinema”, explained David Ong, Chief Commercial Officer at Arts Alliance Media.

After being greeted with a traditional cinema lunch at Krikorian Premiere Theatres, attendees were soon immersed in a comical prelude clip featuring Kenny Chow, Chief Technology Officer at Shenzhen Timewaying Ltd, before receiving a commercial introduction from David Ong.

From analysing China’s Five-Year Plan to exploring venue versatility, Dale Miller, Technology Consultant at AAM and the HeyLED event host, expanded upon LED’s relevance in today’s market, reflecting on the enhanced visual capabilities, its appeal to younger audiences, and the value proposition for early adopters. While, Kenny Chow reprised his starring role to deliver a comprehensive overview of HeyLED’s innovative technology, comparing the benefits with projection and detailing the product’s specifications and plans for the future. The concept of the ‘upper level balcony’ and auditorium redesign was also introduced by Timewaying, detailing the possibility of raising the back four rows of the auditorium to deliver a VIP viewing experience exclusive to LED.

“Now, we have displayed the true potential of HeyLED”, added Kenny Chow. “Our guests have not only discovered how LED can transform cinematic viewing through enhanced colour, brightness and contrast, but experienced the superior quality in 3D and 2D depth perception when compared with projection.”

After sharing a few Christie LED installation stories from the past 10 years, Josh Kolbeck, Senior Director of Business Development & Account Management at Christie, presented the step-by-step design and installation process for the HeyLED auditorium, describing how, “Christie, in partnership with HeyLED’s on-screen visuals, was able to provide a first-rate sound solution using Vive Audio’s 40-degree vertical dispersion and 100-degree horizontal dispersion of coverage for full stage immersion and excellent sound quality,” explained Kolbeck.

After finalising the event and with a Q&A and close-up look of the technology, guests received a cocktail reception to draw the curtains on Arts Alliance Media’s day of exhibition. To receive more information on the event or the technology, please visit us at booth 2709A at CinemaCon or contact

About Arts Alliance Media
Arts Alliance Media (AAM) is the global leader in digital cinema software and services, offering a wide range of solutions which help exhibitors to reduce costs, increase efficiency, and improve the cinematic experience for their customers.

AAM’s extensive portfolio, including Producer, Screenwriter, Lifeguard, MX4D, and HeyLED, touches over 42,000 screens worldwide, while their network operations centre (NOC) supports several thousand screens.

AAM is part of the Luxin-Rio Group, the world’s foremost cinema technologies provider.