Marcus Theatres Launches The First Programmable Cinema Chairs In The U.S.
Published On: Tuesday, June 10, 2014
Marcus Theatres®, a division of The Marcus Corporation (NYSE:MCS) is partnering with Moving iMage Technologies (MiT) to bring CINE-SATION™ to the Ridge Cinema for a limited time. One auditorium at the Ridge will have fully programmable, multi-channel, acoustically vibrating seats that provide moviegoers with a full-sensory experience.
“We are always striving to enhance the movie experience for our guests,” said Rolando Rodriguez, president and chief executive officer for Marcus Theatres. “Fifteen years ago, we were the first to offer a premium large screen format and now are the first in the U.S. to bring the unique CINE-SATION technology to our customers. Innovation, and creating the ultimate in entertainment, is at the heart of the Marcus brand.”
CINE-SATION is a proprietary, patented seating technology that translates sound effects on the screen into a physical sensation using acoustics. Although there is no movement, these cinema chairs immerse moviegoers into the action by adjusting the intensity level and location of the sound at key points within a movie. That means a guest seated in the CINE-SATION cinema chair will specifically experience the feeling of an earthquake, an explosion and a sword fight differently – all through the use of this sound technology.
Cinema chairs are programmed with both subtle and more action-oriented experiences, based on the narrative on the screen. CINE-SATION is then encoded with the Digital Cinema Package (DCP), sent to the studios to review and approve and ultimately distributed to the cinemas for use. Consumers can control the experience with a switch on every seat and since CINE-SATION has no mechanical axis movement, there should be no issues with motion sickness.
“CINE-SATION is a natural extension for Marcus Theatres,” said Joe Delgado, executive VP, sales & marketing for MiT, a manufacturer and distributer of technology and equipment for the motion picture exhibition industry. “It is a new amenity – one that offers another dimension at a movie. Beyond seeing and hearing what’s on the big screen, moviegoers can now feel the action through this unique acoustical technology. We are pleased to work with Marcus Theatres to bring CINE-SATION to the Ridge Cinema.”
The new CINE-SATION cinema chairs will be featured in one of the 19 auditoriums for a limited time at the Marcus Ridge Cinema starting in June. To experience this unique technology, there is an additional $2 charge. The latest summer blockbusters will be featured in the auditorium with CINE-SATION, but for specific movie listings, please visit www.marcustheatres.com.
About Marcus Theatres
circuit in the United States and currently owns or operates 685 screens at 55 locations in Wisconsin, Illinois, Iowa, Minnesota, Nebraska, North Dakota and Ohio. For more information, please visit www.marcustheatres.com and follow the company on Facebook and Twitter (@Marcus_Theatres).
About The Marcus Corporation
Headquartered in Milwaukee, Wisconsin, The Marcus Corporation is a leader in the lodging and entertainment industries, with significant company-owned real estate assets. In addition to its Marcus Theatres division, the company’s lodging division, Marcus® Hotels & Resorts, owns and/or manages 19 hotels, resorts and other properties in 10 states. For more information, visit the company’s web site at www.marcuscorp.com.
About Moving iMage Technologies
Moving iMage Technologies (MiT) is a manufacturer of standard and custom designed equipment and high level distributor of technology and equipment to the Motion Picture Exhibition industry. It offers a wide range of products and services such as custom engineering, systems design, integration and installation, digital technology solutions for 3D, digital cinema, audio visual integration, and, through the Rydt Entertainment Systems Division, turnkey FFE solutions for new construction and remodels to include procurement, design, consulting, installation and project management. Based in Fountain Valley California, a 28,000 sq. ft. facility is home to MiT corporate offices, engineering & manufacturing, distribution, integration as well as service and support divisions. The strategic location is augmented by a global network of service partners & OEM manufacturers.
# # #