AMC and Dolby are teaming up in order to develop around 100 high-tech laser powered theaters over the next decade.
The main goal is to bring crisper images and more lifelike sounds to cinemas through the use of Dolby Vision, a brand new laser projection system that blows away the picture quality of current screens.
In addition, the new state-of-the-art theaters will feature Dolby’s Atmos sound system, which amplifies lifelike sounds of events in the films from people to music and even object noises.
While sounds are flowing all around moviegoers, their reclining seats will also vibrate in conjunction with the action on the screen, a potential reason to go to the theater and not stream films from home.
“Guests should be prepared to be blown away when we launch this amazing theater experience,” AMC Chief Executive Gerry Lopez said in a statement.
As someone who subscribes to both Netflix and Amazon Prime, these companies will be hard-pressed to get people of my generation to come to the theater even if they have live animals jump off the screen.
I do appreciate Dolby’s optimism, however.
“We have what we believe is the ability to deliver a differentiated and unique experience that moviegoers can’t find anywhere else,” said Doug Darrow, senior vice president of cinema at Dolby.
