Dolby Reveals Plan to Expand Reach in Premium Theaters

Dolby is heading to CinemaCon with a new offing for theater owners, with an eye toward growing the number of premium theaters that offer its Dolby Vision laser projection systems.

Dolby Cinema-branded auditoriums offer Dolby Vision coupled with Dolby Atmos sound in a customized upscale environment with comfortable seating and ambient light. Now, Dolby is launching an additional plan through which theater owners can have access to the Dolby Vision projectors a la carte for premium auditoriums that already offer Atmos.

Dolby Cinema was introduced as a premium brand in 2014, and today there are 275 Dolby Cinemas worldwide. In the U.S., these are currently offered through partner AMC as “Dolby Cinema at AMC” branded sites.

“We’re thrilled to provide exhibitors this new offering, which will unlock significantly greater opportunities for moviegoers around the world,” said Jed Harmsen, head of cinema and group entertainment at Dolby. “We want to get Dolby Vision and Dolby Atmos to as many exhibitors as possible.”

At next week’s CinemaCon theater owners convention, the Colosseum at Caesars Palace in Las Vegas — the venue used for studio presentations at the confab — will once again be equipped with Dolby Vision and Dolby Atmos.

Over 600 theatrical features have released or are confirmed to be in Dolby Vision and Dolby Atmos, including “Dune: Part Two,” “Barbie,” “Guardians of the Galaxy Vol. 3” and “Spider-Man: Across the Spider-Verse.”

In February, Dolby Atmos and the Christie E3LH Dolby Vision projector were each honored with Scientific and Engineering Awards from the Academy of Motion Picture Arts and Sciences.

This post was originally published on Variety

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