To offer the best cinematic experience to the public, movie theatre chain PVR Cinemas on Tuesday announced plans to install cutting edge Dolby Atmos surround sound in 50 of its cinema screens across the country over the next two years.
The deal encompasses properties across India and has a huge catchment across geographies vis-a-vis north, south, east and west.
PVR will install Dolby Atmos in significant properties, including PVR Sangam (Delhi), PVR Market City (Bengaluru), Lulu Mall (Kochi), Ambience Mall (Gurgaon) and PVR Phoenix (Mumbai).
Ajay Bijli, chairman and managing director of PVR Ltd, is "optimistic" about the union with Dolby Atmos.
"Our collaboration with Dolby goes a long way. Feeling extremely optimistic about the association, we together as brands will go an extra mile to woo our audience," Bijli said in a statement.
Dolby Atmos, the latest sound technology, unleashes the potential of sound in storytelling by giving filmmakers the creative freedom to easily place or move sounds anywhere in the movie theatre, including overhead, to create an engaging cinema experience.
The lifelike sounds of music, people, and things flow all around the theatre in sync with the action to create a more immersive and moving experience.
Bob Borchers, chief marketing officer and senior vice president of Dolby Laboratories, shared that with the deal, they are expecting an increase in footfalls in cinema halls.
"Dolby looks forward to working with PVR to bring the Dolby Atmos experience to many more moviegoers in India. We are confident that moviegoers will go back again and again for the extraordinary experience that only Dolby Atmos can deliver," Borchers said.
