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UAE cinema launches first Dolby Atmos theatre.

UAE-based Cine Royal Cinema has launched the country's first Dolby Atmos equipped theatre in Abu Dhabi in association with Dolby Laboratories.

The launch was held at Cine Royal Cinema in Khalidiyah Mall at a special screening of the latest film from Warner Bros Pictures, Man of Steel.

The Dolby Atmos audio platform will change 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, a statement said.

For the first time, Dolby Atmos introduces a hybrid approach to mixing and directs sound as dynamic objects that envelop the listener, in combination with channels for playback.

Dolby Atmos enables adaptive rendering to ensure that the playback experience is as close as possible to the creator's original vision in any given environment, irrespective of the specific speaker configuration in the playback environment.

"Dolby Atmos is a revolution in sound, it 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 is similar to watching a 3D movie as it embraces viewers from every angle and brings an unexpected connectedness with the movie for the audience."

"We're very pleased to be the first cinema in the Emirates to have Dolby Atmos in our multiplex at Khalidiyah Mall in Abu Dhabi," said Fazal Ameen, chief executive officer, Cine Royal.

"The first movie that will feature Dolby Atmos in our theatre is the highly anticipated Man of Steel, which was completely mixed in Dolby Atmos to give audiences a surreal movie watching experience. We're confident that along with our beautifully equipped theatres, the addition of Dolby Atmos will make Cine Royal a unique movie-watching experience."

"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.

Cine Royal Cinema opened its first nine-screen multiplex facility in late 2009 at Khalidiyah Mall. Since its inception, Cine Royal Cinema has been a company of firsts, becoming the first to bring 3D technology to cinemas in Abu Dhabi, the first cinema group in the Middle East to use Sony's 4K digital projectors across all of its venues, and the first cinema group to incorporate handicapped access in all its locations and for all screens. - TradeArabia News Service

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Publication:TradeArabia (Manama, Bahrain)
Geographic Code:7UNIT
Date:Jun 18, 2013
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