Dolby_AMC. Courtesy of Dolby Laboratories.

Article by Marcus Siu

SAN FRANCISCO, CA – JULY 31, 2017:  Forty years ago, a little film called “Star Wars” opened up at about 40 theaters nationwide. The film’s distributor, 20th Century Fox had no idea if the movie was going to make any money for them.  Even creator George Lucas was thinking  it would be a flop.  Of course, as everyone knows, it would become a world phenomenon and become the highest grossing movie franchise of all time.

Part of its success had to be because of the fact that it was the first Dolby Surround film ever released.  It heightened the senses of the “movie going experience” with sound and it changed the way that audiences experienced going to movies thanks to Dolby Laboratories.

Ironically, at the time of its opening, of the 40 theaters that played Star Wars during its opening week, only three were equipped with Dolby sound systems.  However, that quickly changed, after the huge demand for “Star Wars” skyrocketed in popularity and the number of theaters increased to over 1,000.  Theaters jumped aboard to upgrade to Dolby Sound systems for their theaters so they could play “Star Wars”.

In addition, some of the high end theaters were equipped to play the film in 70mm and 6-track Dolby Stereo.  This was the ultimate presentation to showcase “Star Wars”.  This was the major reason why the lines went around the block two hours ahead of showtime and Dolby instantly became a household name.

Suddenly movie audiences (and movie theater owners) now realized that sound was as critical and just as important as the screen.  It made the Death Star, light sabers, laser blasts and even Darth Vader’s voice and nasal packages seem incredibly real and lifelike.  This added a new dimension to the sound and credibility to the story.

Now, nearly forty years later, Dolby Laboratories announced in early of 2015 that they were partnering in the U.S. with AMC Theaters to provide a new premium format called Dolby Cinema, which includes their award-winning technologies Dolby Vision and Dolby Atmos. Their objective is to make movie going the total cinema experience by combining a powerful image and sound technologies with inspired cinema design to make every visit a completely captivating cinematic event.

Dolby Cinema Signature Entrance and Audio Video Pathway. Photo courtesy of Dolby Laboratories.

And by George, after my recent trip to a Dolby Cinema in the Bay Area, I am happy to report that they have succeeded with high honors.  Cinema does not get any better than this and sight and sound has never “felt” better.  It’s as though they have achieved yet another important milestone level of cinema going, just like they did back in 1977.

By far, even in its infancy, Dolby Cinema is the the most ultimate immersive movie going experience for your box-office movies, or any movies for that matter. Audiences will be transported to a new conscious level and will certainly have a greater appreciation for filmmakers, especially for sound designers after experiencing Dolby Cinema, even if it’s not the very latest “Star Wars” movie.

Dolby Cinema opens even more senses for audiences than ever before that have never been experienced in a darkened theater.

For those who haven’t heard about Dolby Vision; it is state-of-the-art authoring and playback imaging technology that enables the cinema to bring the story alive onscreen, using laser projectors, which was awarded an engineering excellence award from the Hollywood Post Alliance, equipped with Dolby Atmos, which moves audio around the cinema, even overhead, with amazing richness and depth transporting moviegoers with the most realistic sound around them and above them. These projectors create the darkest darks and the brightest whites, with a 1,000,000 to 1 contrast ratio.

Which basically means the best presentation of sight and sound possible for your feature presentation…with or without popcorn.

I was enamored by the larger screen which has never looked more brighter and colorful, with trillions of colors from Dolby’s state of the art projector, along with the sound field from the soundtrack moving all around the auditorium, including from the ceiling which adds so much more depth and realism.

Also, your own reserved luxury chair is also part of the Dolby Cinema experience and is sort of part of the ride.  For the most part, the plush recliner allows you to relax with the option of sitting upright or laying part way or all the way back.  During other times when the action gets going, I would recommend holding on to your high powered pulsating recliner seats…and to get ready to rumble!!!  Think of it as like “the force”.

Not since Star Wars, which Dolby brought to life through sound processing, opening new senses of sound, have I experienced a cinematic breakthrough like this.   Whether it’s “La La Land”, “Wonder Woman”, “Baby Driver” or “Dunkirk”, Dolby Cinema has set the new standard for the ultimate movie going experience.

I still wonder how the AMC Theaters manage to soundproof the theater so that the rest of the regular house theaters outside don’t hear the high decibels coming from the Dolby Cinema theater.  The design of the auditorium is also state of the art.

Nowadays, with the trend of other competing movie theaters offering premium format options for just a few dollars more than your regular movie ticket price, you get upgraded features (larger screens and better sound), along with more comfortable seats.  They are clearly more superior to their “regular” theaters, but they are no match when compared to the state of the art, Dolby Cinema.

After you experience Dolby Cinema, you will be moved in more ways than one…and there is no going back…at least not in this galaxy.

Currently, there are 75 Dolby Cinemas located throughout the U.S. and 105 globally.  There are more than 325 Dolby Cinema sites installed or committed to across the globe.

Here is a listing of titles that have been pre-selected as Dolby Cinema titles:

Warner Bros. Pictures, Dunkirk, July 21, 2017
Focus Features, Atomic Blonde, July 28, 2017
Columbia Pictures/MRC, The Dark Tower, August 4, 2017
New Line Cinema, Annabelle: Creation, August 11, 2017
Warner Bros. Pictures, Happy Family, August 24, 2017 (Germany)
New Line Cinema, IT, September 8, 2017
Warner Bros. Pictures/Village Roadshow Pictures/LEGO System A/S, The LEGO® NINJAGO Movie, September 22, 2017
Twentieth Century Fox, Kingsman: The Golden Circle, September 22, 2017
Columbia Pictures, Flatliners, September 29, 2017
Columbia Pictures/Warner Bros. Pictures/Alcon Entertainment, Blade Runner 2049, October 6, 2017
Columbia Pictures, Granite Mountain Hotshots, October 20, 2017
Warner Bros. Pictures, Justice League, November 17, 2017
Focus Features, Darkest Hour, November 22, 2017
Columbia Pictures, Jumanji: Welcome to the Jungle, December 20, 2017
Warner Bros. Pictures, Horse Soldiers, January 19, 2018