Dolby Atmos Expands India Presence With PVR Cinemas
With Indian films now releasing in the format, the country's largest cinema chain will install the immersive sound system in 50 screens over two years.
Dolby Atmos will further expand its India presence following a pact with the country's largest theater chain, PVR Cinemas, which will install the immersive sound system in 50 screens over the next two years.
“The PVR installations will significantly add to the existing hundred Dolby Atmos screens — installed or committed — in India,” Dolby Laboratories chief marketing officer and senior vp Bob Borchers tells The Hollywood Reporter. This will be one of the largest rollouts of Dolby Atmos screens by any multiplex chain in India. PVR's cinema circuit comprises 474 screens spread over 106 properties in 43 cities.
“Our association with Dolby goes a long way and it perfectly fits with PVR’s mission to offer its audience the ultimate in moviegoing experiences,” added PVR Cinemas chairman and managing director Ajay Bijli.
Dolby Atmos moves audio around the theater and even overhead to create a lifelike effect offering a more immersive movie experience.
The technology has been embraced by the major Hollywood studios, but has also started making inroads in the Indian film industry with major titles releasing in the format. These include current box-office champion Baahubali, which is touted as India's most expensive film ever.
Upcoming Dolby Atmos Bollywood titles include actioner Phantom and epic romance Bajirao Mastani, in addition to films from the south Indian industry.
“There are 10 Dolby Atmos mixing studios in India with another facility about to be deployed,” said Borchers.
Since its 2012 launch, more than 1,200 screens worldwide have installed or committed to Dolby Atmos while over a hundred mixing facilities now use the technology.