Cinemark Argentina and Lumma announce they’re bringing their 6th 4D E-Motion auditorium to Buenos Aires’ largest shopping center, Abasto Shopping. Opening on October 12, 2026, the 4D E-Motion experience offers full immersion with 72 motion seats and special effects like wind, water, vibrations, scent, colour lights, air shots and more, synchronized with the on-screen action. This auditorium will join an additional 8 other 4D E-Motion Cinemark locations across Latin America. The two companies first brought the immersive technology to the theater chain’s moviegoers in Buenos Aires in 2017 and have since expanded across the region, including in Panama, El Salvador and Chile.
“At Cinemark, we continually strive to provide immersive and cinematic out-of-home entertainment experiences, and we are proud to expand our relationship with Lumma to add another 4D E-Motion auditorium in Abasto Shopping, the largest shopping center in Buenos Aires,” said Martin Alvarez Morales, General Manager of Cinemark Argentina. “Our moviegoers have demonstrated ongoing demand for this technology, and we are pleased to continually raise the bar for what a night at the movies can be.”
“Our partnership with Lumma reflects a shared dedication to elevating the cinema experience. Cinemark is proud to continue expanding 4D E-Motion in response to the exceptional demand from our audiences, bringing this world-class technology to theaters across Latin America,” said Valmir Fernandes, President of Cinemark International.
“It’s a tremendous pleasure to work with Valmir and the Cinemark team on their International growth,” said Rolando B Rodriguez, Partner & Board Member at LUMMA. “Their continuous focus on products & services innovation that enhances the customer experience makes them a best-in-class company in our industry.”
About Lumma LLC
Driven by innovation, Lumma, a leading entertainment company with 19 years of experience, has been at the forefront of delivering cutting-edge immersive experiences. Its award-winning 4D E-Motion technology achieves the highest box‑office revenue and occupancy, consistently delivering the best performance among screens. The revolutionizing technology has expanded across 21 countries and multiple global markets across the US, Europe, Latin America, the Middle East, Southeast Asia and North Africa. The company has manufacturing facilities in Argentina and Uruguay, while its main offices in Los Angeles work closely with Hollywood studios to synchronize the movies, enhancing the cinematic experience. Lumma has partnered with leading exhibitors such as Cinépolis, Cinemark, Epic Theatres, Regal Cinemas, B&B Theatres, Harkins Theatres, Multicines, Caribbean Cinemas, Ocine, Cine Yelmo Megamara and other key exhibitors, delivering robust technology with worry -free maintenance that is highly praised by the exhibitors. Lumma offers turnkey project installations, including study of feasibility, theater adaptation, development, production, installation, and technical support worldwide.
About Cinemark Holdings, Inc.
Cinemark Holdings, Inc. (NYSE: CNK) provides extraordinary out-of-home entertainment experiences as one of the largest and most influential theatrical exhibition companies in the world. Based in Plano, Texas, Cinemark makes every day cinematic for moviegoers across nearly 500 theaters and more than 5,500 screens, operating in 42 states in the U.S. (301 theaters; 4,219 screens) and 13 South and Central American countries (194 theaters; 1,401 screens). Cinemark offers guests superior sight and sound technology, including Barco laser projection and Cinemark XD, the world’s No. 1 exhibitor-branded premium large format; industry-leading penetration of upscale amenities such as expanded food and beverage offerings, Luxury Lounger recliners and D-BOX motion seats; top-notch guest service; and award-winning loyalty programs such as Cinemark Movie Club. All of this creates an immersive environment for a shared, entertaining escape, underscoring that there is no place more cinematic than Cinemark