Hyderabad: Audio technology company Dolby Laboratories has achieved a milestone by installing 500 Dolby Atmos screens and 500 Dolby Atmos titles (in six languages) released across India. The 500th screen has been installed at Inox in GVK One in Banjara Hills, Hyderabad.
In a Dolby Atmos soundtrack, sounds exist as individual entities, called audio objects. These audio objects can be precisely placed and moved by the soundtrack creator anywhere in the cinema’s three-dimensional space. A Dolby Atmos powered processor determines how to use cinema speakers to best re-create precise placement and movement of sound suiting the size of the auditorium. It can package 128 audio tracks, 118 audio objects enabling 64 speakers get their own audio feed.
Ashim Mathur, senior regional director, Marketing, Emerging Markets, Dolby Laboratories, said, “There are over 100 Dolby Atmos screens in Telangana and Andhra Pradesh. South is a major market that accounts for 2/3rd of the screens with Atmos installations. Content has been driving adoption both from the exhibitor’s side and consumer’s side.”
Explaining the evolution of sound technologies at Dolby, Mathur said, “Sound initially was ore a mono or stereo. Then came 5.1 version for surround sound during 1990s. After few years Dolby Atmos was created. In India Dolby Atmos was adopted around late 2012 in Chennai and followed by screens across India later on. We today have a good mix of multiplexes and single theatres going for our sound technology. We are also offering sound technologies to living rooms, mobile and smartphones. This segment is also growing faster.”
Talking of movie trends, he says, movies such as Uri have used Dolby Atmos very well. Sound now-a-days plays a key role in the success of the movies. Uri has already earned Rs 200 crore and is expected to soon cross Rs 250-crore mark. Baahubali has been another movie that has made a mark. Dolby continues to tie with all the major titles that are going to be released in India soon. The next in the series will be ‘Gully Boy’ starring Ranveer Singh.
Inox Leisure which has 557 screens in 67 cities has over 30 screens with Dolby Atmos across India. Inox chief marketing officer Saurabh Varma says, “Today people are willing to pay for better movie experience. We have added 68 screens in 14 properties across India in the last one quarter. We will explore more screens using Dolby Atmos.”