Press Release
LAKE GENEVA, Wis., September 14, 2017
GDC Technology Limited, a world-leading digital cinema solutions provider, announced today at the 2017 Geneva
Convention that B&B Theatres, one of the most innovative theatre circuits in the nation, has signed an agreement
to install DTS:X®
immersive audio technology, powered by the GDC Immersive Sound Solution at six locations this
year and six in 2018, with the remaining locations to be rolled out in late 2018/early 2019. As a licensee of
the DTS:X object-based immersive sound technology for the development of GDC immersive sound media
servers, GDC Technology will be leading the effort to enhance the experience for B&B Theatres.
With this agreement, B&B Theatres will become the largest U.S. movie theatre circuit to exhibit content released
with a DTS:X soundtrack. DTS:X replicates a real-world sound environment and transports the audience into a
new dimension of sound immersion by moving sound objects to and through specific locations – in front of,
behind, above and beside the audience – precisely where the creator intended.
The inherent flexibility of DTS:X provides B&B Theatres with the ability to offer their guests a compelling
immersive experience, regardless of size of the auditorium. The agreement covers both new construction and
auditorium remodels. Combined with the GDC Immersive Sound Solution and DTS:X technology, B&B Theatres
will be better equipped to provide a cutting-edge theatrical auditory experience, making a B&B cinema with DTS:X
the best place to enjoy movies.
“We have always been at the forefront when it comes to improving the moviegoing experience,” said Bob Bagby,
president and CEO of B&B Theatres. “Throughout our 93-year history, we have stayed fully committed to offering
guests the latest amenities and most advanced technologies. We have always paid particularly close attention to
the latest innovations to improve the presentation quality. When GDC demonstrated the affordability, flexibility
and amazing sound, it was an easy decision to select DTS:X as our premium sound technology for the entire
circuit.”
According to Annie Wang, executive vice president for GDC Technology, “DTS:X offers B&B Theatres an affordable
solution for not only their premium Grand Screen, but also any size auditorium. The digital cinema revolution
raises the quality and consistency of audio in cinemas around the world, providing premium sound that immerses
the audience for an unparalleled cinematic experience. We congratulate B&B Theatres for its vision to provide
their guests with an entirely new sound experience like no other, setting them apart from competitors.”
Share this post