Dolby announces Vijay's Thalaivaa in Atmos - Event Story

Dolby Laboratories and SPI Cinemas invited the press earlier today, 12^th June 2013, to announce some developments that are set to redefine the way movies are presented to the audience. The major focus of the event was to communicate the teaming up of SPI Cinemas with Dolby to enable 37 screens across their theatres with the latest groundbreaking technology that is the Dolby Atmos.

According to Pankaj Kedia, Country Manager of Dolby Laboratories India, Dolby Atmos will be a game changer and a far cry from the earlier surround sound technology. It will be able to achieve a dynamic, dramatic, natural and realistic output while giving a fully immersive viewing experience to the audience. The latest technology offers content creators total freedom to position their sonic ideas effectively with a full hemisphere to play around with.

The CEO of SPI Cinemas Kiran Reddy’s efforts to offer nothing short of the absolute best to his guests has resulted in Chennai earning the recognition of the single city with the most Dolby Atmos enabled screens in the world, making it a movie-goers paradise. Mr. Reddy said that Dolby Atmos offered the sound that they were looking for all this while. He was categorical in saying that the earlier incremental developments in surround sound technology could offer only a minimal shelf-life but the Dolby Atmos is the definite next generation.

Dolby Atmos is not restricted to any specific genres as a wide range of titles such as Life of Pi, The Hobbit, Man of Steel and The Wolverine have embraced and employed the technology. In India Superstar Rajinikanth’s Sivaji 3D was the first Indian film to use Dolby Atmos but the other big announcement at the event revealed that Ilayathalapathy Vijay’s Thalaivaa will be coming out in the same format. Producer C.V. Kumar, whose new Pizza franchise which will be delivering Pizza 2 - The Villa in Dolby Atmos as well, said that the cost of mixing the sound in this new format is hardly 20% more than the regular affair. The sound designers of The Villa were visibly thrilled to be working with Dolby Atmos at such an early stage in their careers and that the technology opens up several possibilities for sound and music reproduction.

For SPI Cinemas, Dolby plans to have the technology migration complete across the 37 screens by the end of this year and is targeting at least 1000 screens worldwide to subscribe to this new technological leap.