Psst, did you hear that? Apparently, the oldsters at Dolby Laboratories aren't any longer content with scaring the bejesus out of moviegoers by simply funneling those horrific audio cues from today's standard theater setup. Instead, the mad audio scientists claim they are able to recreate a more lifelike and sensory audio experience by pushing sound from much more directions -- a feat made possible by the company's new Dolby Atmos technology. By leveraging as much as 64 speaker feeds and 128 simultaneous audio inputs, as an instance, Dolby says it'd be possible to more accurately recreate the sound of creepy footsteps coming from the floorboards of a better floor. Yes, you are able to use the system to raised simulate stuff like rain, too, but that does not sound nearly as fun as making hapless moviegoers pee their pants. Combined with Dolby's foray into 3D, it feels like the company's really targeting kicking up viewer immersion. Dolby plans to debut the Atmos tech in 10 to fifteen theaters showing Disney/Pixar's Brave this year, followed by a bigger rollout by 2013. For more at the potentially bladder-busting technology, scope out the PR after the break.
Dolby Atmos Is the way forward for Entertainment Sound
New Technology Revolutionizes Cinema Industry and Entertainment Experience
LAS VEGAS--(BUSINESS WIRE)-- CinemaCon 2012-Dolby Laboratories, Inc. (NYSE:DLB) today announced Dolby® Atmos, a brand new audio platform in an effort to change the experience of sound in entertainment. Launching within the cinema, Dolby Atmos delivers a more natural and realistic sound-field, which transports people into the tale with a lifelike, sensory experience.
For the 1st time, Dolby Atmos introduces a hybrid solution to mixing and directs sound as dynamic objects that envelop the listener, together with channels for playback. Dolby Atmos enables adaptive rendering making sure that the playback experience is as close as possible to the creator's original vision in any given environment, regardless of the precise speaker configuration within the playback environment.
"Dolby Atmos is our most vital innovation in years and represents the long run for entertainment sound in cinema," said Kevin Yeaman, President and Chief Executive Officer, Dolby Laboratories. "We now have leveraged our deep insights into how people hear and experience sound to empower filmmakers, studios, and exhibitors with new technology that transforms storytelling."
Dolby Atmos is an end-to-end solution that takes under consideration the full content pipeline and brings together mixers, studios, and distributors to create dramatic improvements within the audio experience. The Dolby Atmos platform provides content creators with a brand new creative freedom to inform their stories. It simplifies movie distribution with a single universal package to deliver to audiences the entire impact of the artist's intent, irrespective of theatre configuration.
For Content Creators
Dolby Atmos delivers a brand new level of creative control to sound designers and mixers by marrying today's familiar channel-based mixing methods with the flexibility of dynamic audio object-based mixing. The versatility of object-based mixing provides total control over placement and movement of individual sounds or "objects" anywhere within a theatre environment.
"Dolby Atmos brings an entirely new dimension to the movie soundtrack. So as to move sounds anywhere within the theatre, and to also create environments that surround and excite an audience, is intensely powerful," said Mike Hedges, the Academy Award®-winning re-recording mixer at Park Road Post Production.
Dolby Atmos works with a similar tools that sound designers and mixers currently favor, permitting them to efficiently create highly compelling content. Using descriptive metadata about how the audio ought to be played back, Dolby Atmos faithfully generates legacy 5.1-and seven.1-channel mixes automatically, thus saving valuable time during postproduction. Mixers can monitor and tweak these versions in real time and quickly switch between them to ensure that everything plays as intended in all cases.
For residences and Distributors
Dolby Atmos is designed to suit into existing studio workflows with reduced impact at the production schedule. It allows studios to author once and optimize playback everywhere, eliminating the will for multiple print masters. Distribution is simplified with a single Digital Cinema Package (DCP) master, which may then be faithfully rendered at playback in a means it really is independent of channel count or speaker location.
"China Film Group takes a keen interest within the development of Dolby's new audio platform," said Chen Fei, CTO, China Film Group Corporation. "Our postproduction facilities are already well at the way for us to include Dolby Atmos into our movies, and we plan to provide a film this calendar year using the Dolby Atmos format."
For Exhibitors
Dolby Atmos uses details about the speaker layout and acoustic playback capabilities of the theatre to ascertain how best to render the audio, delivering consistent and optimized playback in an effort to sound as near to the unique artistic intent as is feasible for that individual environment. Introduction of the Dolby Atmos platform to the industry offers a compelling, only-in-a-theatre experience to audiences.
"Now we have been working with Dolby for greater than a year in this initiative, and we're very impressed with this new platform," said Dan Huerta, Vice chairman, Digital Systems, AMC Theatres. "an answer like Dolby Atmos takes an innovative and practical solution to cinema sound, rivaling anything the industry have been capable of accomplish in a film theatre environment."
"Wanda was among the many first to listen to the demo of Dolby Atmos," said Ye Ning, General Manager, Wanda Cinemaline Corporation. "The effect was excellent and this is a true breakthrough. We believe it'll bring people a brand spanking new moviegoing experience."
"We now have been extremely impressed with the recent Dolby Atmos platform and the truly stunning extra dimension it offers to filmmakers and audiences," said François Ivernel, Movie Producer and Chairman, Les Cinémas Gaumont Pathé. "For an enormous cinema group like Gaumont Pathé, the scalability of the answer is a major step for the industry. With auditoriums of alternative sizes, a format which can play back with such amazingly natural quality in any theatre environment is tremendously appealing."
Initially, Dolby would be thinking about installing Dolby Atmos in a select collection of premium global locations inside the Usa, Europe, China, and Japan, with plans for a bigger rollout of Dolby Atmos in 2013.
Preparing for Dolby Atmos
Having the ability to transmit as much as 128 simultaneous and lossless audio inputs (channels or objects), and the facility to render from 5.1 all of the way as much as 64 discrete speaker feeds, Dolby Atmos introduces a fully new audio capability for exhibitors. The inherent scalability and adaptableness of Dolby Atmos allows exhibitors to regulate their budgets and upgrade cinemas through the years, yet improve the experience for audiences at each step.
To effectively support precise positioning and movement of sound round the theatre, speakers should be individually amplified and support a large frequency response and dispersion. To assist exhibitors with their upgrades, Harman® Professional, a number one manufacturer of high-quality audio equipment, was working with Dolby to design innovative and optimized solutions to simplify deployment of Dolby Atmos.
"After first previewing Dolby Atmos last year, we immediately recognized the tremendous potential," said Michael MacDonald, Executive Vice chairman of Sales and Marketing, Harman Professional. "Dolby Atmos is obviously the following-generation audio platform and should provide considerable performance advantages to our customers inside the global cinema market."
Harman's JBL® Professional loudspeakers and Crown Audio® amplifiers and network technologies are the system of choice at a number of the world's largest and most prestigious cinemas and theatre chains. Harman is deploying this experience and its category-leading engineering capabilities to design a bunch of specialised powered loudspeakers to capitalize at the innovations of Dolby Atmos. In doing so, Harman Professional will enable filmmakers and exhibitors to produce their customers with a more immersive cinematic experience.
Learn More About Dolby Atmos
Exhibitors attracted to preparing theatres for Dolby Atmos can read the PDF white paper's, "Dolby Atmos: Cinema Technical Guidelines" and "Dolby Atmos Next-Generation Audio for Cinema."
To benefit more about Dolby Atmos, visit dolby.com/Atmos. To share an academic video on Dolby Atmos, visit: https://vimeo.com/40699179.
Dolby's CinemaCon 2012 virtual press kit is obtainable at dolby.com/news.
About Dolby Laboratories
Dolby Laboratories (NYSE:DLB) is the worldwide leader in technologies which are essential elements within the best entertainment experiences. Founded in 1965 and best known for top-quality audio and surround sound, Dolby creates innovations that enrich entertainment on the movies, at home, or at the go. For additional info about Dolby Laboratories or Dolby technologies, visit www.dolby.com.
Dolby and the double-D symbol are registered trademarks of Dolby Laboratories. All other trademarks remain the valuables in their respective owners. S12/25599 DLB-G
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