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Dolby and VOX Cinemas launch Lebanon's first Dolby Atmos theatre.

Dolby Laboratories Inc. and VOX Cinemas launched Lebanon's first Dolby Atmos equipped theatre in the mega screen concept VOX MAX at VOX Cinemas in Beirut City Centre for the nationwide release of Warner Bros. Pictures' Pacific Rim last week.

The Dolby Atmos audio platform changes the experience of sound in entertainment by delivering a more natural and realistic sound, which immerses the audience in the story with a lifelike, sensory experience.

Dolby Atmos enables sound producers to place sounds discretely around the auditorium, adding a heightened sense of realism to cinema-goers and in turn supporting the story on the screen. Dolby Atmos supports multiple screen channels, resulting in increased definition and improved audio-visual transition from screen to room.

"Dolby Atmos is a revolution in sound that changes the way people watch and interact with movies and transcends the traditional meaning of surround sound," said Tarif Sayed, Regional Director Middle East, Africa & Pakistan, Dolby Middle East. "With Dolby Atmos, there are 64 channels that cover every corner of a movie theatre, meaning the sound experience embraces viewers from every angle and connects the audience to the movie in an unexpected way."

VOX Cinemas fetaure high-resolution digital projection systems, immersive digital 3D content, fully digital cinema screens, enormous VOX MAX screens, as well as premium VIP, VOX GOLD and value-oriented seating alternatives. With 15 screens currently in Lebanon, VOX Cinemas at Beirut City Centre is the country's largest cinema complex.

"As part of our strategic regional expansion plans, we recently opened 15 screens in Lebanon at Beirut City Centre," said Cameron Mitchell, CEO of VOX Cinemas. "We are now offering movie-goers even better cinema amenities with the integration of Dolby Atmos in our largest screen VOX MAX, allowing audiences to experience a new level of audio-visual excitement, only available at VOX Cinemas in Beirut. Along with offering immersive 3D and digital content, Dolby Atmos sound in our VOX MAX big screen experience is sure to set the standard for cinema entertainment across the region."

"We are very excited by the increased interest of Middle East cinema operators in adopting Dolby Atmos across their screens. This is a clear indication that the industry has seen the positive effects and benefits of having an increasingly realistic audio experience, and the implementation of Dolby Atmos from production stage to exhibition stage has been the catalyst for that experience," added Sayed.

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Publication:Broadcast Pro Middle East
Geographic Code:7LEBA
Date:Jul 15, 2013
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