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# 1939 Baird

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Gold Coast,, Australia—Aug 29, 2007

Atlab Image and Sound Technology Previews Dolby 3D Digital Cinema at AIMC 2007

Australian movie convention delegates queued with anticipation to view Atlab Image & Sound Technology’s presentation of Dolby Laboratories latest commercial cinema product, the Dolby 3D Digital Cinema solution.

Attendees were given an insight into the design and workings of the system through a presentation given by Atlab Image and Sound Technology’s Sales and Marketing Manager, Ben Wilson. The audience was then treated to several 3D clips of material, including footage of the yet to be released U23D concert, which demonstrated the exceptional performance capabilities of the system.

“It was very exciting for us all at Atlab to showcase a system that delivers 3D images in which the audience becomes totally immersed. The product is designed to integrate easily into current dCinema projection hardware and existing cinema infrastructure. Another significant benefit of the Dolby 3D system is that once the system is purchased there are no ongoing user license or royalty fees payable.” says Wilson.

Dolby 3D Digital Cinema

Dolby 3D provides exhibitors and distributors an efficient and cost-effective 3D solution. The ability to utilise a white screen gives exhibitors a cost advantage, as no special equipment associated with a “silver screen” is required. The ease of shifting from 3D to 2D as well as moving the film between different size auditoriums provides compelling flexibility.

Dolby 3D uses a unique colour filter technology that provides a very realistic colour reproduction. Dolby 3D also provides extremely sharp images thus delivering a great 3D experience to the audience from every seat in the house.

Dolby 3D Digital Cinema works with comfortable and lightweight passive viewing glasses that require no batteries or charging. Initially, 3D glasses will be reusable, eliminating the need to reorder glasses and minimizing environmental impact. In the future, Dolby expects to offer the option of disposable glasses that the moviegoer can keep as a souvenir.

Unique to the Dolby 3D solution, the technology also simplifies the process of creating and distributing 3D movies. There is no need for extra colour correction or other compensation processes in postproduction, as all processing is performed in the server. With distributors committing to a significant number of releases, including Paramount Pictures “Beowulf”, it seems it’s not just the audience that’s being convinced by digital 3D.

Atlab Image & Sound Technology

With a network of offices through Australia and New Zealand, AI&ST is the leading cinema supply company in the region. Specialised sales and technical staff deliver first class solutions to the exhibition industry in Film Cinema, Electronic Cinema and Digital Cinema portfolios.

For more information contact Ben Wilson, AI&ST Sales and Marketing Manager. tel +61 (0) 7 3265 2415 or ben_wilson@atlab.com.au.
About Edge Digital Technology: With a network of offices throughout Australia and New Zealand AI&ST is the leading cinema supply company in the region. Specialised sales and technical staff deliver first class solutions to the exhibition industry in Film Cinema, Electronic Cinema and Digital Cinema portfolios. Edge Digital Technology Directory page
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