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Dolby, India's Real Image Pact for 50 Dolby Atmos Screens
Published on Tue, 2013-09-17 08:58
The deal will double the number of screens in India that feature the immersive sound format.
As seen on Hollywood Reporter
Dolby Laboratories and Real Image Media Technologies -- one of India’s leading digital cinema integrators and technology providers -- announced in Mumbai Monday that Real Image will purchase a minimum of 50 Dolby Atmos cinema processors for installation in India and South Asia.
Introduced in April 2012, the Dolby Atmos sound system places or moves specific sounds anywhere in the movie theater -- not just where speakers are installed -- resulting in an immersive cinema sound experience. The system is being employed for next-generation cinema sound by major studios, directors, sound designers and exhibitors.
“We are very excited to work with Real Image to install more than 50 Dolby Atmos equipped screens for cinema lovers in South Asia. Once these screens are installed, nearly 100 Dolby Atmos screens will have been installed in India alone, expanding our ability to deliver audiences across the region the most lifelike and realistic cinema sound experience possible,” said Dolby Laboratires senior VP, worldwide sales and field operations, Michael Bergeron.
“Dolby has always been synonymous with great cinema sound, and Dolby Atmos is the most significant innovation in cinematic sound to date. It creates a virtual world of sound creating a superior environment for viewing films on the big screen,” added Real Image Media Technologies CEO Arvind Ranganathan. “We are investing into Dolby Atmos in our end-to-end chain, from our mixing studio to our digital cinema distribution and installation business. We hope this will provide an ideal platform across the subcontinent for us to create a complete ecosystem that benefits content creators, exhibitors, and audiences.”
Ranganathan also said that Dolby Atmos systems have already been adopted by leading exhibitors, including India's largest theatrical chain PVR Cinemas, along with SPI Cinemas, Inox Movies, Prasads and Mayajaal.
In addition, the companies announced that Real Image will be purchasing over 200 Dolby Atmos Cinema Processor CP850 units to be installed across several leading cinema screens across South Asia, expanding the footprint of Dolby’s next-generation audio processor throughout India. These Dolby CP850 installations will enable future Dolby Atmos capabilities for screens not currently equipped with Dolby Atmos.
According to Dolby, over 250 Dolby Atmos screens worldwide have been installed or committed to in 30 countries with over 85 exhibitor partners. More than 70 films from nine different countries have been or are scheduled to be released with Dolby Atmos sound since the first film debuted in June, 2012.
Real Image is a leading player in offering DCI (the Hollywood studios' Digital Cinema Initiative) standards compliant solutions in addition to computer-based editing and central broadcast news systems.