Posted on March 20, 2017

Novo Cinemas, the pioneering entertainment destination in the Middle East under the prestigious Elan Group in Qatar, has launched the first 4D cinema experience at their new flagship cinema at Mall of Qatar, Doha.

Being attuned to the expectations of today's movie-goers, Novo Cinemas is thrilled to announce the installation of the first 4D cinema in Doha at its flagship location in Mall of Qatar. The addition of this technology reflects the company’s ongoing commitment to offer a fully immersive entertainment experience.  Riding a wave of enthusiasm and demand for 4D cinema technology world-wide, next-generation interactive technology house MediaMation, Inc. has been brought on board as the exclusive MX4D® supplier for Novo Cinemas.

Engaging movie-goers on a brand-new level, MX4D® is the natural evolution of cinema.  Enjoy the adrenaline rush as the 4D seat rolls and tilts in a heart-pounding car chase. Immerse yourself in a sea-faring scene with fog, wind, and the scent of ocean air. MX4D® theatre seats move in sync with the movie action and special EFX generators in the cinema, allowing guests to “feel” the movie’s motion, jolts, pokes, wind, water, even scents. These multiple EFX are programmed to both sync with and enhance the action on the screen and sounds in the theatre for a more exciting and realistic movie-going experience.

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“As a cinematic leader in the Middle East, Novo Cinemas is well-known for introducing the region to pioneering technological firsts. By partnering with the leading interactive 4D cinema technology MediaMation, Novo Cinemas is once again delivering the latest in film experiences, ensuring our patrons have “A Great Time Out,”” said Ms. Debbie Stanford-Kristiansen, CEO, Novo Cinemas. Heather Blair, Head of Cinema Sales, MediaMation, Inc. added, “It is exhilarating, watching our current cinema partners grow and add more 4D screens because they are doing well. MX4D® technology integrated into Novo Cinemas will further enhance their already impressive repertoire of cinema experiences!”

With 19 screens including the totally immersive MX4D® experience, largest IMAX Laser screen in the MENA region and a range of alternative experiences from the seven VIP 7-Star screens, Kids’ screen, state-of-the-art 8-lane bowling alley, Sushi Minto sushi bar and more, Novo Cinemas at Mall of Qatar allows audiences to escape into an all-encompassing world of entertainment. Novo Cinema is a subsidiary of Elan Group a diversified and integrated media, entertainment and city beautification group in the Middle East.

To learn more, visit or via the Novo Cinemas’ smart phone application available to download via Apple or Android Apps.