San Francisco, March 02, 2017—Dolby Laboratories, Inc. (NYSE: DLB), in cooperation with Reel Cinemas, the dynamic cinema brand under Emaar Entertainment, today announced plans to deliver Dolby Atmos immersive audio across the Reel Cinemas portfolio in the Middle East.
Reel Cinemas will deploy Dolby’s latest SLS loudspeaker, including the new SLS 3-Axis Speaker MA390C, making it the first to install the system across an entire cinema circuit. The installation will be one of the largest rollouts of Dolby Atmos screens by any multiplex chain in the Middle East and will include featuring the Dolby Atmos experience at the outlet at The Dubai Mall.
“Dolby looks forward to working with Reel Cinemas to bring Dolby Atmos to movie lovers all over the Middle East,” said Friedrich Deininger, Senior Director of Cinema, Dolby Laboratories. With Dolby Atmos, the audience is no longer just watching a movie; they are experiencing it, and we are confident that moviegoers will continue to seek out the extraordinary experience that only Dolby Atmos delivers.”
The new SLS 3-Axis Speaker MA390C delivers exceptionally clear and powerful sound in a small, light package that is easy to install, including overhead. Each spherical speaker can be mounted in the ceiling or wall and is easily adjusted for pan, tilt, and rotation. That adaptability means that Reel Cinemas is able to more cost effectively provide the unmatched audio experience of Dolby Atmos throughout their cinema chain.
As part of their commitment to providing an unprecedented experience to its moviegoers, Dolby Atmos and the SLS loudspeakers were the natural choice for Reel Cinemas: “Reel Cinemas aims to deliver the most revolutionary and state-of-the-art technologies for our guests; this collaboration with Dolby means that cinemagoers can feel fully immersed in the story unfolding on screen,” said Adon Quinn, Senior Director, Reel Cinemas – a subsidiary of Emaar Entertainment. “Reel Cinemas will become the first cinema chain in the world to have Dolby Atmos with SLS loudspeakers across our entire portfolio, a testament to our commitment to offering the very best experiences for cinemagoers.”
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. Over 650 Dolby Atmos titles have been released or committed to globally.