PETALING JAYA: Technology has taken movies to the moon and back with its super cool innovations that sharpen picture quality and render crystal-clear sound while enhancing audience’s seating comfort.
Today, no one just watches a movie. They are thrust into the epicentre of the action, swept away by larger-than-life screens and picture quality that captures every detail of a character’s face, even their facial pores and fine hair.
And as far as surround sound goes, you’ll find your heart in your mouth if you don’t watch out.
And here’s why – the new MBO Atria has three unique viewing concepts with thrilling features that’ll take movie-watching to an all-time high.
“With the launch of MBO Atria, we want the local community as well as new visitors to have a different perspective when going to the cinemas.
“Audiences are guaranteed to be delighted with a cinematic experience of high-end technology, they may even forget they are sitting in a theatre,” said MBO Chief Operations Office, Cheah Chun Wai.
During a media tour in mid-December last year, FMT had the privilege to experience firsthand what MBO Atria had to offer in its three cinema halls – MBO Kecil, MBO Big Screen and MBO Samsung Onyx Hall, the last being introduced for the first time in Petaling Jaya.
MBO Kecil: There are two such cinema halls here, built with parents and kids in mind. The Kecil Sofabeds are perfect for snuggling-up together as a family while catching a movie, and there are also comfy beanbags if that’s what you prefer.
Kids too restless? Let them play to their heart’s content at the playground located right inside the cinema. Hall lights are only dimmed, never blacked out so parents can keep an eye of their kiddoes as the movie plays. Finally, the best of both worlds!
These halls are also ideal venues to host birthday parties.
MBO Big Screen: This hall is equipped with state-of-the-art technology courtesy of a partnership with BARCO, the flagship laser projector.
The first of its kind in Malaysia, movie-goers are treated to advanced image quality with outstanding brightness, high contrast, and superior colour performance – what more could one possibly ask for?
This avant-garde cinema hall is also enhanced with the Dolby Atmos immersive audio technology which transports audiences into the story with moving audio that fills the cinema and flows all around them – even overhead – to deliver the premier sound of entertainment.
MBO Samsung Onyx Hall: Be prepared to be awed! This is the movie chain’s first LED screen in the country, and it is truly captivating thanks to its impressive 4k resolution.
Supporting High Dynamic Resolution (HDR) content, what audience’s get is accurate colour presentation as well as distortion-free, true-to-life audio quality.
The screen’s ultra-sharp 4k (4,096 x 2,160) resolution pixel screen produces clear and crisp details, so you get a cinematic experience pretty much like never before.
To compliment the imposing screen, the hall’s sound technology is sculpted by Harman’s JBL Surround Sound System that allows audiences in each and every row to experience clear and balanced sound.
Coca Cola Freestyle: Just when you thought it couldn’t get better, MBO Atria has upped its game, introducing Coca Cola’s new and revolutionary drink concept with over 46,000 outlets worldwide.
With Coca Cola Freestyle, movie-goers can choose a variety of flavours with over 50 drink combinations via an interactive touchscreen dispenser.
This unique service is also customised with local flavours like Lychee, Mango and selected A&W variants.
A control freak? You’ll be pleased with MBO Cinemas’ first self-service kiosk at the Atria Shopping Gallery, that gives you the option to purchase tickets yourself, and reduce your queue time. How cool is that?
This self-service kiosk allows ALLSTAR members to use their loyalty cards to either continue collecting points or make redemptions.
“In this day and time, we believe movie-goers deserve the best when coming to the cinema. On that note, we have taken extra attention to equip our cinema halls with only the best of what sound and projection has to offer for maximum viewing pleasure.
“We have also introduced new offerings outside the hall to make our customers’ cinematic journey at MBO Atria a pleasant one,” added Cheah.
MBO Cinemas in Atria Shopping Gallery offers four standard screens on top of the four special screens, bringing the total to eight screens that seats a combined total of 1,229 movie-goers comfortably.
And if you’re in the mood for a quick bite, head to Cafecito – a unique coffeehouse-themed concession stand serving fancy beverages and light snacks.
What a lovely way to spend a day at the movies!