Suresh Productions, a subsidiary of Hyderabad-based integrated film production house Ramanaidu Studios, is planning to equip 100 theatres that it programs across Andhra Pradesh with Auro 11.1, an immersive 3D sound technology for cinema, by the end of this year.
In order to provide these theatres with movies that offer the Auro 3D sound effects, two studios of Ramanaidu will start mixing audio for Tollywood productions using Auro 3D production tools. Suresh Productions currently makes close to seven films a year and has over 135 films in 15 different languages to its credit.
“We expect about 50 Telugu films to be released using the Auro 11.1 3D format and close to 500 screens in the state to upgrade to this technology in the next three years,” D Suresh Babu, managing director of Suresh Productions, told mediapersons here on Wednesday.
Auro 11.1, developed by US-based Auro Technologies, has already been installed at 30-odd theatres in India through an exclusive deployment agreement (for film industry) with euro 1.15-billion technology company Barco.
The company claims the cost to convert a screen to the Auro 3D format would be between Rs 12 lakh and Rs 15 lakh, which is almost 50 per cent less compared with a Dolby system.
“We have been seeing a good traction for Auro 11.1 from the film industry, with 350 theatres globally confirming their commitment to install the technology. Also, cinema chain Cinemark, which operates close to 4,500 screens globally, has committed to deploying Auro 11.1 in over 150 screens, including in North America, beginning this year,” Wilfried Van Baelen, inventor of Auro 3D format and chief executive officer of Auro Technologies, said, adding the technology would soon be made available for automotives and mobile devices.