Dolby is making a push to gain more of the premium theater market share, expanding their reach beyond their Dolby Cinema-branded theaters.
Movie theaters that are designated as Dolby Cinema feature an environment designed by the company, including comfortable seating and, most importantly, Dolby Vision and Dolby Atmos. Shortly ahead of this year’s Cinemacon, the company has announced a new plan to expand their presence in the cinema market, which will allow theater owners to add Dolby Vision to premium auditoriums that offer Dolby Atmos.
This new plan will give exhibitors more flexibility, as purchasing Dolby Vision projectors separately will cost much less than constructing an all new Dolby Cinema. Additionally, Dolby Cinemas are partnered exclusively with AMC in the US, so this new offering will help expand Dolby’s presence outside of a single chain.
“At Dolby, our passion is creating immersive entertainment experiences, and we can’t wait to bring the transformative power of Dolby Vision and Dolby Atmos to even more theaters around the world,” said Jed Harmsen, Head of Cinema and Group Entertainment at Dolby.
