Dolby Cinema is Dolby’s new IMAX competitor

Dolby has just announced a huge new project, but it’s not about audio as you’d expect, it’s about the upcoming launch of its IMAX competitor called Dolby Cinema. This giant screen format will be able to project movies using the “Dolby Vision” technology , which combines high dynamic range videos with something else that the company’s keeping a secret. High dynamic range or HDR videos, as you might know, can show shadows and light as you’d see them in real life. Dolby goes as far as to claim that its technology’s “contrast ratio far exceeds that of any other image technology on the market today.”

Dolby, the company whose name is synonymous with sound, is looking to make some noise in the world of images. The brand is set to launch Dolby Cinema, a premium, large-format theater experience that could challenge large-format leader Imax.
Dolby is the world’s top brand in theater sound. Its new Atmos immersive sound, which was introduced in 2012, has been installed in roughly 700 theaters worldwide, and its fiscal 2014 revenue of $960.2 million is more than three times that of Imax. But Imax boasts more than 800 theaters worldwide, and Dolby sees an opportunity to move in on that turf. Dolby Cinema will include special design elements — like signature entrances that can be programmed to reflect the movie that is playing — as well as giant screens and, of course, Atmos sound. But what’s really piquing the interest of filmmakers is the system’s ability to project “high dynamic range,” a process in which whites appear whiter and blacks blacker. Gravity’s Oscar-winning cinematographer Emmanuel Lubezki, for one, has said he’s eager to make use of HDR. In fact, many insiders from Hollywood’s technology community believe that consumers will see a noticeable difference with HDR, compared with the more widely touted “Ultra HD” 4K resolution and high frame rates.