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# 1932 Baird.

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Amsterdam—Jun 20, 2010

imm Sound Presenting the imm 3D Upmix at Cinema Expo

imm Sound is presenting at Cinema Expo (Amsterdam, June 22-24) the first product coming out from their technology factory , the imm 3D upmix. This is the first step taken by imm Sound to bring to the movie theatres the missing companion for 3D movies: the imm 3D Sound.

imm 3D Sound adds the 3rd dimension to the cinema sound experience.  imm 3D Soundtracks locate sound all around the audience, including sounds above the head. Airplanes, spaceships, eagles... everything can now fly out of the screen and truly immerse the audience. Every piece of a soundtrack gets enhanced in 3D sound. Reverberations go 3D, recreating the acoustics of the desired spaces with an unprecedented realism and naturalness, letting the user feel the St Marco Basilica, the caves of Borneo, Teatro alla Scala di Milano... Ambient sounds go 3D too, immersing the audience in complex scenarios: a wildlife natural reserve, the roar of the crowd in Anfield Stadium, the Souq in Marrakesch... Everything ready for the creative professionals to provide more natural, more spectacular, more immersive experiences.

imm 3D Sound technology is for all theatres. Cinema exhibitors are free to choose the 3D loudspeaker layout that best suits their specificities and needs, up to 32 independent audio channels for premium quality. Upon reception of the 3D soundtrack, imm technology optimizes its reproduction to the installed loudspeaker layout, giving the spectator unprecedented 3D sound localization and immersion in every theatre seat.
 
imm 3D Upmix produces immersive 3D soundtracks in real-time from either stereo or 5.1 content. It is ideal for cinema alternative content such as live sports, concerts and opera. imm 3D Upmix analyses the input audio and automatically creates a 3D sound mix, emulating the work that a 3D sound designer would have done in postproduction. No artificial reverberation is added; every sound is extracted from the original audio.

As common to all imm technology, the 3D Upmix is 100% optimised for the specific 3D loudspeakers layout installed at each cinema, thus giving freedom to the exhibitors to install the 3D system that best suits their specificities and needs.

Turning on the imm 3D Upmix allows experiencing sound as if the spectator were right in the middle of the action. 
About imm Sound: Located in Barcelona, imm Sound is a pioneer in 3D sound for the film industry in the era of digital cinema. Their technology ensures maximum quality and the future of 3D sound and opens the door to a much more immersive new way to enjoy the movie theater. Since 2010, imm Sound 3D audio equipment has been operating in cinemas in Europe and America, and is today the world market leader with the largest number of movie theater screens with 3D sound. imm Sound Directory page
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