An IMAX competitor?
I just recently experienced Dolby Atmos at Reel Cinemas here in Dubai and I must say I was impressed with the upgraded sound systems provided by Dolby. With various competing technologies being offered by cinemas nowadays, the quest to bring new ones is always on everyone’s list.
Recently the company has unveiled Dolby Theater, which will primary be a main competitor for IMAX. It’s a giant screen format and will utilize the Dolby Vision projector that can project HDR videos for a better picture quality. The specifications are impressive I must say, and Dolby is saying that the theater boasts a contrast ratio that far exceeds any image technology available on the market.
The problem is, Dolby would need to educate the people about the technology especially since the average movie goer wouldn’t really care what type of technology a cinema uses. And with most people already convinced about the powers of watching in IMAX, Dolby would have to show how their cinema will offer something different (and how affordable it would be). Check out the video here for more information.