Theatre Box to add Hollywood Esports to its repertoire

Theatre Box, the San Diego-based luxury cinema, dining and entertainment complex, will add Hollywood Esports of TCL Chinese Theatres to its repertoire in partnership with MediaMation.

The Hollywood Esports theatre will enable Theatre Box to convert an auditorium between “cinema mode” and “esports mode” in less than one hour, allowing for the showing of MX4D films and hosting of esports tournaments and events.

The Hollywood Esports theatre will incorporate MediaMation’s MX4D motion and special effects technologies. As spectators and gamers watch a tournament, a “game jockey” will animate the entire auditorium and spectator seats with motion and special effects in response to the tournament action on the screen. Spectators will enjoy more than a dozen special effects that punctuate significant moments during gameplay.

“TCL Chinese Theatres has been an innovator in the cinema industry for more than 92 years and continues to expand into esports and appeal to an audience of moviegoers and gamers,” said Robert K. Laity, CEO of Hollywood Esports. “We welcome the opportunity to expand with TCL Chinese Theatres into San Diego’s Gaslamp Quarter.”

“By developing and managing tournaments and events that are scalable across locations, we are creating a network of MX4D Esports Theatres to engage in city rivalries that appeal to the gaming community,” according to Laity. “The gaming and esports events are complementary to the MX4D motion and special effects film business as periods of lower demand for movies are perfect for hosting gaming and esports events to maximise attendance and revenue potential.”