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One thing I forgot to mention about my recent trip to San Francisco was my late night visit to the AMC Van Ness cinema theatre. This is one of the 22 cinema's globally to offer the new Dolby Atmos cinema sound technology. The system compromises of 64 speakers with an average size of a bookshelf speaker. The theatre was literally plastered with speakers all over the walls and ceilings.
I got a ticket for the second night of screenings, watching the new Pixar movie 'Brave' which was pretty terrible compared to most Pixar movies unfortunately. Before the film started, we were greeted by a representative from Dolby. Apparently, this specific cinema was the first to install the technology in the theatre and it was used by Dolby as a test bed before actual screenings were available to the general public. He also offered a free 'Brave' posted but I think it would have got damaged on my return trip, plus I didn't really enjoy the film!
A Dolby Atmos demo played before the film which included a nature scene within what looked like a marshy forest. The sound effects were pretty awesome and very loud! I think I enjoyed this more than the film itself! The sound was noticeably different although I have to wonder if it was really worth all the effort! I also had an interesting comment when discussing the Engadget review regarding virtual soundscapes used in animated films; basically it will sound a whole lot different with 'real world' footage!
I'm sure future films which are more action packed like Transformers would utilise the technology further. Whether or not the technology is worth it or not, I am yet to conclude. It was certainly very interesting to me but I don't believe the average Joe would be that interested or even notice it if you didn't tell them it was installed and hid the speakers! However, I see recent posts regarding 4D cinema's which I think would be a lot more marketable to consumers.
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