Dolby Laboratories, Inc. (NYSE: DLB) and Grupo Cinemex, recipient of the 2013 ShowEast® International Achievement Award in Exhibition, announced today that Cinemex will install the Dolby Atmos cinema sound platform in 20 theatres.
Atmos™ unleashes the potential of sound in storytelling by giving filmmakers the creative freedom to easily place or move sounds anywhere in the movie theatre with object-based audio to create a lifelike, virtual reality of sound and the most engaging cinema experience ever.
“Dolby Atmos is a major differentiator for Cinemex audiences. It provides greater definition and dimension to movies with its unique object-based approach to sound,” stated Rolando Maggi, Infrastructure Director, Grupo Cinemex. “With this achievement, we reinforce our mission to be the best in entertaining people by offering state-of the-art technology and exceptional facilities, as well as providing our clients with new and innovative concepts for a convenient and enjoyable moviegoing experience.”
In addition to Dolby Atmos, the CinemeXtremo concept offers a more realistic and extreme experience with its giant screens, 100 percent digital cinema projection capabilities and ergonomic seats specially designed toprovide audiences greater comfort. The Cinemex expansion will also feature Christie®
Vive Audio™, the world’s first audio system to be powered by Christie’s innovative wall and ceiling surround speakers, with their unique ribbon-driver technology in a parabolic line-array design, purposely crafted and built for the cinema environment.
“Dolby’s introduction of the world’s first object-based cinema sound platform marked a giant step forward in the evolution of movie storytelling. We are proud to have pioneered an approach to sound that delivers a sense of being in the moment alongside your favorite film characters,” said Doug Darrow, Senior Vice President, Cinema, Dolby Laboratories. “We are the only company that has successfully deployed object-based audio in hundreds of cinemas, and dozens of the world’s leading filmmakers embrace our new approach to sound.”
Dolby Atmos has quickly become the preferred choice for next-generation sound in the cinema, with major studios, award-winning directors and sound teams, and exhibitors from around the world embracing its approach to object-based audio. Unlike traditional channel-based sound systems like 5.1, 7.1, and 11.1, which require filmmakers to think about the number and location of speakers, Dolby Atmos allows them to simply designate where in the cinema space each sound “object” should be placed or moved to make audiences experience the film as if they were within its world.
Cinemex patrons can visit www.cinemex.com
to purchase tickets and find Dolby Atmos equipped locations and movies. About Dolby Atmos
Dolby Laboratories is equipping the cinema world with its new Dolby Atmos technology, the only object-based cinema sound platform available today. Dolby Atmos unleashes the potential of sound in storytelling by providing sound experts the creative freedom to easily place or move specific sounds anywhere in the movie theatre, not just where there happen to be speakers. The result is what moviegoers have described as the most engaging and lifelike cinema sound experience ever.
Introduced in April 2012, Dolby Atmos has been embraced by all the major Hollywood studios, six Academy Award®
winning directors, and 11 Academy Award winning sound mixers, among others. More than 400 Dolby Atmos screens have been installed or committed to in 33 countries with more than 100 exhibitor partners. More than 85 films from 10 different countries—representing a broad range of genres from action thrillers and animated features to comedy and horror—have been or are scheduled to be released with Dolby Atmos sound since the first film debuted in June 2012.
Dolby Atmos has received technical achievement awards from both the Hollywood Post Alliance and the Cinema Audio Society. As the inventors of the only object-based audio format used in the cinema today, Dolby is working closely with the Society of Motion Picture and Television Engineers in driving adoption of standards for object-based audio.
For the latest list of Dolby Atmos titles and to find a Dolby Atmos theatre, visit dolby.com/atmosmovies
. To learn more about Dolby Atmos, visit dolby.com/Atmos