MediaMation, a supplier of turnkey 4D theatres, has announced a partnership with US cinema chain B&B Theaters.

The partnership will see MediaMation supply 10 of its MX4D theatres at B&B locations across the US.

Billed as a new 'evolution in the 4D cinema experience', the MX4D provides a completely immersive environment, enabling guests to 'feel' the action. The theatre features motion seats that can move in sync with the movements on screen. In addition, the seats and theatre are equipped with special effects, including jolts, pokes, water, wind and aroma effects.

Brock Bagby, executive VP of B&B Theaters, said: "The expansion of our relationship with MediaMation proves our belief in MX4D. We plan to have three more MX4D auditoriums open by the end of this year in Texas, Missouri and Kansas. And have at least seven to follow next year throughout the country."

"The occupancy rates are exceptionally high for these fun and immersive MX4D auditoriums," he added.

Howard Kiedaisch, CEO of MediaMation, said: "B&B's commitment to increase their MX4D footprint is a testament to the mutual success of this valued partnership. The B&B is clearly leading the industry in creating innovative and exciting cinema formats and experiences."