How Dolby Cinema Compares To IMAX, Straight From A Dolby Exec

EXCLUSIVES

Harmsen was very complimentary of the projectors used in Dolby Cinemas at theater chains around the country. “We’re twice as bright as most things on the market,” Harmsen said. “Our black level, black reproduction is 500 times what the normal cinema projector can do, and many, many, many more colors.”

Dolby Cinema is currently coming up on 300 locations worldwide, but that number is going to be expanding in the coming years. The company recently announced an initiative that will make it easier for existing theaters to bring the combined Dolby Vision and Dolby Atmos experience to existing auditoriums, which should be able to help meet the growing demand from audiences that are increasingly seeking out premium format experiences. IMAX may be the most recognizable name in premium large format game right now, but Dolby is chomping at their heels. 

The idea of the initiative, per Dolby, is to give exhibitors access to the Dolby Vision picture with Dolby Atmos sound, the same technologies used to make Dolby Cinema what it is, thus allowing audiences to get that elevated experience. Harmsen also noted that “Barbie” director Greta Gerwig, as well as other filmmakers, have been big proponents of the Dolby Cinema presentation. There may be fewer moviegoers in the aftermath of the pandemic, but many of them are willing to pay more for the moviegoing experience – not to mention those fancy popcorn buckets.

I spoke more about this on today’s episode of the /Film Daily podcast, which you can listen to below:

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