Dolby Takes On Imax With Branded Premium Cinema Experience

A pioneer in surround, digital and immersive sound, Dolby Laboratories is perhaps most closely associated with audio solutions. But the San Francisco company has branched into a number of aspects of cinema, including digital cinema, 3-D and most recently a high-dynamic-range projection system. Now, in the same way that Imax has leveraged its giant screens to equate its brand with a premium theatrical experience, Dolby is packaging its Atmos immersive sound and new Vision laser digital projection system into a controlled cinema environment called Dolby Cinema.