The chain aims to provision the X-Land screen in Wanda’s Chongqing Wanzhou cinema branch with Dolby Atmos, with the debut scheduled for July 2013. Wanda executives plan to install Dolby Atmos capability in at least six of the cinema chain’s X-Land locations by the end of 2013.
Dolby Atmos is a new audio platform that has revolutionized the experience of sound in entertainment. It gives filmmakers a new level of control, allowing them to place and move sounds anywhere in the movie theatre, drawing audiences into the story, and making them feel as if they are in middle of the action.
X-Land is a brand of giant screens from Wanda that aims to provide an extraordinary moviegoing experience. The adoption of Dolby Atmos will allow Wanda X-Land to offer a captivating listening experience with more natural, realistic sound that truly envelops the audience, transporting them into the onscreen story while staying true to the filmmaker’s original artistic intent.
“When we build Wanda X-Land, we want to provide audiences with the best cinema audio and visual experience possible. Dolby Atmos brings the level of excellence and quality we look for in providing that experience,” said Ye Ning, General Manager, Wanda Cinemaline Corporation. “We have been very impressed by the truly stunning sound effects and the extra dimension Dolby Atmos brings to cinemas. We look forward to immersing moviegoers in X-Land with Dolby Atmos.”
“Major studios, directors, sound teams, and exhibitors from around the world have embraced Dolby Atmos as the clear choice for delivering next-generation cinema sound to moviegoers,” said Doug Darrow, Senior Vice President, Cinema, Dolby Laboratories. “Patrons of Wanda’s X-Land premium cinemas in China will soon get to experience cinema sound as if they, too, were right in the middle of the action.”
About Dolby Atmos
Dolby Atmos unleashes the potential of sound in storytelling by giving sound experts the creative freedom to easily place or move specific sounds anywhere in the movie theatre, not just wherever there happen to be speakers. The result is what moviegoers have described as the most engaging and immersive cinema sound experience ever.
Since the introduction of Dolby Atmos in April 2012, major studios, award-winning directors and sound teams, and leading exhibitors worldwide have embraced its innovative approach to cinema sound. Nearly 40 movies around the world have been released or are scheduled to be released with Dolby Atmos sound; the first such title was released in June 2012. In 2013, the Cinema Audio Society gave Dolby Atmos its coveted Technical Achievement Award for Post Production.