Endeavoring to meet Canadians’ desire for a truly immersive movie experience, Landmark selected Auro 11.1 to differentiate their auditoriums for major studio releases, as well as independent films and alternative content in 11.1. The growing theater chain expects to operate 135 screens in 34 locations by the end of summer 2012.
A premium differentiator
“When we began planning our expansion in Western Canada, we were looking for something to strongly differentiate our chain – and this is it!” commented Neil Campbell, Chief Operating Officer for Landmark. “Auro 11.1 will make our new West Kelowna ‘Xtreme’ auditorium the jewel in our crown, where we’ll show the biggest, best theatrical releases. With Auro 11.1 and our new 30’ x 60’ screen, we’re set to impress and give our patrons a truly premium, immersive cinema experience.”
Developed by Auro Technologies and powered by Barco, Auro 11.1 turns conventional cinema audio into a fully immersive 3D sound experience, with three levels of sound coming from all around and above the listener. Auro 11.1 is designed along three spatial axes (width, depth and height) rather than the two axes of traditional surround sound. As the Auro 11.1 sound technology is fully compatible with existing formats, only a minimal hardware and installation investment is required to upgrade from traditional 5.1 to Auro 11.1.
Leading exhibitors around the world have installed Auro 11.1, including Cinemark, Regal Entertainment Group, AMC Entertainment, Cinema City International and Blitz Cinestar. Content providers such as Lucasfilm Ltd., Bad Robot Productions and Jerry Bruckheimer are supporting Auro 11.1, the next-generation cinema audio format.
Special discount pricing available
Barco is making its Auro 11.1 system especially affordable in the region this week, offering a bundled premium digital cinema projector, integrated media block, and 11.1 audio solution at a significant discount. Customers can purchase any Barco Series 2 digital cinema projector with Doremi Integrated Media Block and Auro 11.1 cinema package at a reduced rate during the annual movie exhibitors’ conference, ShowCanada, May 29-31, 2012.
“We are honored that Landmark has selected our Auro 11.1 audio solution to enhance immersive cinema in their premium theaters,” commented Scott Freidberg, Vice President of Sales for Barco in the US and Canada. “As one of the preeminent exhibitors in Canada, this leap forward to Auro 11.1 speaks volumes about Landmark’s commitment to differentiating the theatrical experience.”
“We have made an increasingly strong commitment to the Canadian market, evidenced by our ongoing expansion of Barco’s dedicated Canadian Barco team, as well as a coast-to-coast nationwide network of local parts depots and 24/7/365 technical support,” commented Danny Sergeant, Vice President and Managing Director for Barco Canada.
The team from Barco is exhibiting at ShowCanada in Winnipeg, Manitoba, Canada, from 29 to 31 May in the Winnipeg Convention Centre, booth #44.
