Lumma and Regal deepen their collaboration to implement the roll-out of additional Magnify 8 locations across the United States, marking a significant milestone in the expansion of this haptic seating technology.
In December 2024, Regal Premium Experience (RPX) introduced Lumma’s Magnify 8 technology in select rows at the Pinnacle theatre in Knoxville. Following strong audience demand, this technology was installed at the Regal Boise theatre in July 2025.
In December 2025, two new auditoriums opened at Regal Sherman Oaks Galleria with “Zootopia 2” and “Avatar: Fire and Ash,” both featuring Magnify 8 within the same complex. In early 2026, new Magnify 8 auditoriums opened in New York and California at Regal Destiny USA, Regal Mira Mesa, and Regal Temecula.
As part of this ongoing expansion, Lumma and Regal will deploy Magnify 8 across 12 additional auditoriums. Two of those installations are already in the pipeline and set to start soon.
Upcoming releases in the RPX premium format include: “They Will Kill You” (Warner Bros.), “The Super Mario Galaxy Movie” (Universal), “Lee Cronin’s The Mummy” (Warner Bros.), “Mortal Kombat 2” (Warner Bros.), “The Mandalorian and Grogu” (Disney), “Toy Story 5” (Disney), “Supergirl” (Warner Bros.), “Minions & Monsters” (Universal), and “Avengers: Doomsday” (Disney).
Magnify 8 delivers exceptional performance with a unique, differentiated cinematic experience. With eight independently pre‑programmed vibration points perfectly synchronized to on‑screen action, Magnify 8 drives audience engagement and box‑office growth while positioning venues as premium destinations.
“Lumma is excited to implement our latest innovative product, Magnify 8, in partnership with Regal, a world leader in the theatre industry,” said Rolando Rodriguez, partner and part-owner of Lumma. “We are eager to continue expanding this immersive experience with Regal as they successfully introduce groundbreaking technologies to their audiences,” said Rodriguez.
“We are thrilled to strengthen this partnership with Regal, one of the foremost leaders in the industry renowned for delivering best-in-class innovations to audiences. It is an honor that they have selected Magnify 8 to drive further innovation in their format offerings,” said Marcos Franco, CEO of Lumma.
“We are very excited about our business relationship and involvement with Lumma’s Magnify 8 experience coming soon to a significant number of our theatres, enhancing the incredible experience that we already offer in our RPX auditoriums. This cinema technology aligns with our ongoing focus with innovation and continuous improvement of the moviegoing experience. Throughout the testing phase, our customers have clearly enjoyed the dynamic Magnify 8 haptic seating,” said John Curry, SVP Commercial at Regal.
About Lumma
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, featuring motion seats and special effects, has expanded across multiple global markets. Lumma 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.
Its latest product and innovative technology Magnify 8 has been installed in Latin America, Southeast Asia, and in the US, with numerous ongoing projects across Europe, the Middle East, and Eastern Europe in the coming months.
About Regal
Regal operates one of the largest and most geographically diverse theatre circuits in the United States, consisting of 5,386 screens in 394 theatres in 41 states along with the District of Columbia and Guam as of February 28, 2026. Regal is focused on delivering the best moviegoing experience by providing our guests with the largest selection of premium large formats (including 4DX, IMAX, RPX, and ScreenX), the only unlimited subscription program, and enhanced food and beverage offerings to make every visit to the theatre a truly memorable experience. Additional information is available online at REGmovies.com.