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PVR Cinemas to install Dolby Atmos at 50 screens by 2017

The multiplex chain currently has two properties equipped with Dolby Atmos technology

Urvi Malvania  |  Mumbai 

Multiplex chain PVR Ltd will be installing Dolby Atmos® in 50 of its cinema screens across the country over the next two years. When completed, this will be one of the largest rollouts of Dolby Atmos screens by any multiplex chain in India until now.

PVR’s currently has two properties equipped with Dolby Atmos technology which have garnered positive response from patrons in terms of experience.

The Ajay Bijli-led chain aims bring the same experience to more PVR screens across the country over the next two years.

“At PVR, we believe in bringing the most revolutionary and state-of-the-art technologies to its patrons to deliver the highest-quality movie experience,” said Bijli, chairman and managing director, PVR Ltd.

“Our collaboration with Dolby goes a long way. Dolby is amongst one of the most celebrated brands in the market for premium sound quality, and it perfectly fits with PVR’s mission to offer its audience the ultimate in movie-going experiences. Feeling extremely optimistic about the association, we together as brands will go an extra mile to woo our audience.”

Dolby Atmos is a sound that moves audio around the theatre, even overhead, with clarity, richness, and depth. 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.

Dolby Atmos has quickly become the preferred choice for next-generation sound in the cinema, with major studios, directors, and exhibitors from around the world adopting the solution.

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“Dolby looks forward to working with PVR to bring the Dolby Atmos experience to many more moviegoers in India,” said Bob Borchers, chief marketing officer and senior vice president, Dolby Laboratories.

“With Dolby Atmos, the audience is no longer just watching a movie; they are experiencing it. We are confident that moviegoers will go back again and again for the extraordinary experience that only Dolby Atmos can deliver.”

The deal encompasses properties across India and has a huge catchment across geographies vis-à-vis North, South, East, and West.

PVR plans to install Dolby Atmos in significant properties, including PVR Sangam (Delhi), PVR Market City (Bangalore), Lulu Mall (Kochi), Ambience Mall (Gurgaon), PVR Phoenix (Mumbai), among many more places.

First Published: Tue, July 28 2015. 17:06 IST