If you're a European jealous of those of us stateside when you first read that we had fourteen theaters featuring Dolby's new end-to-end revolution in surround sound, Atmos, then maybe this news will give you solace. Starting today the new technology will be demoed at CineEurope at both Dolby's booth as well as at the Cinesa Diagonal Mar Screen 9 theater in Barcelona. No word on when you'll actually be able to take in Disney's Brave in said format, but the Mar Screen 9 will be joined at the Atmos party by a number of other theaters in Europe in the coming months, like the Empire Leicester Square in London. Want to know more? Well, check out the full press release after the break.
First European Screen for Dolby Atmos Cinema Sound Format Unveiled
Groundbreaking new cinema audio technology to be showcased at CineEurope
BARCELONA, Spain--(BUSINESS WIRE)-- Dolby Laboratories, Inc. (NYSE:DLB) today announced the first commercial cinema in Europe to be equipped with Dolby® Atmos™ - the new audio platform that will change the experience of sound in entertainment. The Cinesa Diagonal Mar Screen 9 in Barcelona has been equipped with Dolby Atmos in time for the opening of CineEurope 2012 and will demonstrate the new sound format throughout the 3-day industry show. Dolby will also showcase Dolby Atmos and all its digital cinema offerings at its CineEurope 2012 booth at the Barcelona CCIB (booth #213).
The Cinesa Diagonal Mar Screen 9 is the first commercial cinema screen in Europe to be equipped to show content in Dolby Atmos and it is expected to be joined in the coming months by a number of premium locations around Europe, including the Empire Leicester Square in London. They are part of a select list of theaters globally, including the iconic Hollywood landmark venue the Dolby Theatre™, which will lead the way in screening content mixed in Dolby Atmos, such as the new Disney*Pixar animated adventure, Brave.
"We are really excited to be showcasing Dolby Atmos here at CineEurope in the Cinesa Diagonal Mar as this is the first commercial cinema anywhere in Europe to be able to demonstrate our new audio platform," said Andreas Spechtler, EMEA Regional Vice President, Dolby Laboratories. "We expect to soon be disclosing more exhibitor partners to showcase Dolby Atmos across Europe, Middle East, and Africa."
He continued: "It is our most groundbreaking sound innovation to-date and the initial industry reaction has been overwhelming, so we are now keen to show the cinema industry here in Europe why Dolby Atmos is creating such a stir."
Dolby Atmos introduces a hybrid approach to mixing and directs sound as dynamic objects that envelop the listener, in combination with channels for playback. It enables adaptive rendering to ensure that the playback experience is as close as possible to the creator's original vision in any given environment, irrespective of speaker configuration in the playback environment. It is an end-to-end solution that takes into account the entire content pipeline and brings together mixers, studios, and distributors to create dramatic improvements in the audio experience.
"The Dolby Atmos platform provides content creators with a new creative freedom to tell their stories," says Andreas Spechtler, "and demonstrates Dolby's unwavering commitment to advancing the cinema and entertainment industries with new technologies that help artists realize their creative vision and create the best entertainment experiences for consumers."
"We are delighted to be the first exhibitor in Europe to launch the Dolby Atmos audio platform at Cinesa Diagonal Mar cinema," said John Donnelly Director of Operations UCI/Odeon Continental Europe. "As pioneers in the latest cinema technology, we look forward to offering our customers the sound of the future in the best theatre environment."
Demonstrations of Dolby Atmos for CineEurope delegates will take place at the Cinesa Diagonal Mar Screen 9, commencing at 2 p.m. on Tuesday, June 19. The technology can also be viewed at the Dolby booth during CineEurope.