By end of 2014, Dolby Laboratories to set up 75 screens that run on Atmos technology

Dolby currently operates 15 screens using Atmos technology

Dolby Laboratories is looking at 75 cinema screens running on its ‘Atmos’ technology by the end of this year. Dolby Atmos is the latest surround sound technology announced by Dolby Laboratories in April 2012. Dolby, which provides sound technology to entertainment companies, currently has about 15 screens operational on the Atmos technology.

“We are in discussion with multiplex and single screen theater owners. We are confident that cinema goers will enjoy the sound experience that Atmos offers and more screens across the country will adopt this technology,” Ashim Mathur, Marketing Head of Dolby Technology India, told PTI. He added that while most of the present screens are in southern and western part of India, Dolby will expand to other states as well. “Currently, 15 screens are operational and about 25 are in construction. We should have 75 Atmos screens by calendar year-end,” he said. Dolby has partnered Delite, one of the oldest cinema theatres in the city, for rolling out Atmos.

The single screen theater is also the first in northern India to have the technology. Unlike traditional audio systems, Atmos is a positional sound system, with many more channels of audio, helping create more life-like sound. Movies like Brave, The Life of Pi, Star Trek: Into Darkness, Dhoom:3, Madras Cafe, Bhaag Milkha Bhaag featured Atmos technology.

The first hall to use this technology in India was Sathyam multiplex in Chennai. Other cinemas using Atmos include PVR Juhu in Mumbai. Shashank Raizada, owner of Delite Cinemas said, “I believe Dolby Atmos will be a major differentiator for the movie watching audiences,” adding that he sees it as “providing our audiences with new and innovative concepts for an enhanced experience.” Delite has invested about Rs 70 lakh for the Atmos system.