We are proud to celebrate the 10th anniversary of the launch of 4D E‑Motion experience into our most beloved industry: The Movie-Theatre Industry!
From the beginning, the founders of Lumma’s 4D E-Motion established a new standard in the quality of immersion, integrating their skills as filmmakers and engineers to shape the most precise and impactful experience for the moviegoers.
This core spirit and commitment to continuous improvement are upheld by the entire Lumma team today.
4D E‑Motion technology allows audiences to feel motion, wind, water, vibration, scents, and air blasts, among other amazing effects in perfect sync with the on‑screen action.
After a long and successful implementation across theme parks, museums and attractions, Lumma made the leap into the cinema industry.
Lumma opened the first 4D E-Motion auditoriums in Argentina alongside Multiplex, Cinépolis (formerly Village Cines) and Cinemark Hoyts. Since 2016 we have continued to grow in Argentina, and from there we have expanded to the rest of Latin America, Europe, the Middle East, Africa, Southeast Asia and the United States. Today we are established worldwide with an award‑winning, widely recognized product, now the highest‑grossing premium format., becoming the highest‑grossing premium format.
The 4D E-Motion Premium Format has consistently been a top performer worldwide. This immersive experience has a proven track record of captivating audiences.
Audiences worldwide have embraced 4D E-Motion with remarkable enthusiasm, with many fans eagerly awaiting major releases in the format.
Lumma’s executives —Sebastián Franco, Marcos Franco, Gabriel Castarés, Antonela Salvador, and Rolando Rodriguez— thank the entire film industry for building the best audience experience together.
“We are deeply grateful for the support of the studios, distributors, exhibitors, and our team at Lumma.” said Marcos Franco, CEO. “Together, we have achieved the product excellence and elevated audience experience that define our offering. We are excited to continue this journey with the same passion and commitment.” said Franco.
Lumma has partnered with Cinemark, Cinepolis, Ocine, Megarama, Multicines, Caribbean Cinemas, Cine Yelmo, Regal Cinemas, B&B Theatres, Epic Theatres, Harkins Theatres, Touchstar Cinemas and many other key exhibitors, who continue to install 4D E‑Motion and Lumma´s latest innovation, Magnify 8, as these immersive formats perform exceptionally well and rank among premium cinema offerings.
“We’ve been very fortunate to be embraced by incredible movie theatres exhibitor partners across the world and growing significantly over the years with an expected magnificent 2026,” said Rolando Rodriguez, Partner & Board Member at LUMMA.
Today Lumma counts 100 auditoriums in 18 countries and with a strong pipeline has agreements to open many more 4D E‑Motion and Magnify 8 theaters across the US and worldwide throughout 2026. We’ve achieved 35% year‑over‑year growth in 2025 and project significantly higher expansion this year.
“During 2025 and continuing into the new year we have seen significant growth with our 4D E-Motion and Magnify 8 products throughout existing and new markets & countries with our theatre partners,” said Rolando Rodriguez.
“At LUMMA we treasure and appreciate all of our theatre partners. We believe in providing a best in class product and experience with all of our products, along with the reliability of performance, innovation and creativity that has earned us recognition from film studios, theatre partners and more importantly, moviegoers. It’s our goal to do everything we can to help our theatre partners deliver incremental attendance and revenues as the industry and consumers see & experience the benefits of premium formats like 4D E-Motion and Magnify 8,” said Rodriguez.
“Since 2016 we have synchronized more than 460 films. In 2025 we released 75 titles in 4D E-Motion and Magnify 8 and we anticipate about 100 titles this year. We have also entered new markets where we synchronize local productions tailored to each region.” said Antonela Salvador, Partner and Creative Director at Lumma.
Delivering the best 4D experience has been our strategic focus and we remain committed to offering products defined by excellence. Our robust solution delivers outstanding performance, is easy to install and maintain, and provides a quick ROI.
Every idea begins by listening to our clients and turning their challenges into opportunities. Our goal is to give exhibitors the freedom to innovate without limits, converting their theaters to 4D E-Motion auditoriums more quickly, efficiently and cost‑effectively.
This year we developed intelligent installation solutions that simplify the process, optimize resources, and accelerate deployment, cutting pre‑installation costs by 70% and reducing installation time by 30%.
Additionally, we’re proud that in 10 years no client has ever been charged for a spare part.
Fueled by innovation, in 2024 we launched a brand new format, Magnify 8: an immersive experience with 8 pre-programmed vibration points perfectly synchronized with the film. This new concept has gained strong acceptance and excellent performance. It can be installed in selected rows, in standard seats or recliners, new or existing.
Lumma has successfully implemented the format across Latin America, the United States and Indonesia, with Europe coming soon.
Lumma has manufacturing facilities in Argentina and Uruguay, while its main offices in Los Angeles work closely with Hollywood studios; Disney, Universal Pictures, Sony Pictures, Warner Bros.,Paramount Pictures, Lionsgate, and other leading studios worldwide, to synchronize films and enhance the cinematic experience.
