scream was heard in the middle of Lost World, the 7-Dimensional (7D) movie show at Edna Mall, on Tuesday November 6, 2012, around 6:00 pm. The make-believe show, which makes the spectators feel like they were part of the movie, took the 12 people strapped to their seats in the 7D cubicle across a field of green grass, when they suddenly heard a snake hissing. They felt a tickle on their ankles at the same time, as if a snake was actually slithering between their feet.
Then the scream came, and it is a rare scream on the African continent, as Edna Mall claims that no other African country has yet introduced the technology.
The 7D movie is normally projected from three to 10 minutes all over the world.
The effect is staggering. Although it is just a carefully orchestrated show, audiences are set into the illusions and sensations that they are made to feel and see. The amazing effect of 7D films makes audiences feel like participants of the movie, the sensation of actually living in a reality.
It is a business that has garnered enormous interest since it was introduced to Ethiopia and Addis Abeba on October 26, 2012. It was unusual until then to see people lining up inside Bob and BangoÃ¢â‚¬â„¢s, the children play ground at Edna mall.
“Until Wednesday, November 7, 2012, an average of 20,000 individuals came to Edna Mall to see the 7D stimulator Samrawit Fittiwy, Marketing Manager of Edna Mall told Fortune.
Matti Multiplex, located near Bole Medhanialem Church, on Cameroon Street, is the only one in the market that imports latest movies, including 3-Dimensional (3D) movies, which it started showing two years ago with Avatar.
“Matti Multiplex Cinema procured the 7D film screening equipment at a cost of 10 million Br from Switzerland, said Solomon Woldu, operational manager at Edna Mall.
On Tuesday, November 6, 2012, at 6:10 pm, there were 45 people lining up for not more than a 10-minute experience.
Viewers first go into a blue anteroom for orientation and to get their tickets for 40 Br on weekdays and 50 Br on Friday and the weekends.
Some of customers that Fortune talked to say that the price is a bit expensive. Samrawit says, however, that it is much cheaper than the 20 dollars to 30 dollars paid in other countries.
“Operate with exceptional entertainment service and continue on leading the market with the highest quality and standard of customer service that is scaled with technology and innovation by 2025. Edna Mall continue on building an integrated capacity and motivated employees and stockholders that are core to our service delivery”