Taking the brand promise of “LIVE the MOVIE” to an all new level, INOX has launched India’s first MX4D EFX Theatre at the existing INOX multiplex at Inorbit Mall at Malad in Mumbai. Present at the launch were acclaimed actor Richa Chadha, Alok Tandon, Chief Executive Officer, INOX Leisure Ltd and Mark Kamiyama, Global Head of Sales, MediaMation Inc.

“Technology innovations are always so exciting. What’s special about MX4D is that it is seamlessly immersive and pulls you right into the movie plot. Each of these 4D effects are so well programmed that you actually end up feeling that you are a part of the scene,” said Bollywood actress Richa Chadha.

The state-of-the-art seats for all locations feature a full range of motion and effects to enhance Hollywood’s latest releases. Moving beyond standard 3D, they utilize MMI’s newly patented EFX armrest which allows for every customer to have a better communal experience across an entire theater. Additional atmospheric effects include wind, fog, rain, and strobes.