We like our theatrical experiences loud. However, theater sound shouldn't just drown out the sounds of crunching popcorn or ringing cell phones, it should complement the on-screen action. It should be a natural experience.
Barco agrees. The company that's perhaps best known for its Guinness World Record title for the brightest digital cinema projector is partnering up with THX and Datasat Digital Entertainment to bring Auro-3D sound technology to the masses.
Of course, we are familiar with THX's audio (and video) qualifications. Datasat, in case you didn't know, is actually Barco's partner for the manufacturing of the audio processor used in theater applications.
Auro-3D is powered by Barco and Auro Technologies and promises to boost cinema sound to the point where moviegoers can hear sounds from their "relative origination point" in the theater. In other words, if an on-screen action moves from front left to rear right of the screen, or even comes from above the viewer, the sound should reflect that. According to Barco, it's also a pretty affordable experience -- at least for movie theater owners.
The system places extra speakers in the upper portion of the theater, to add an extra dimension to the listening experience. Barco says that the solution is 100 percent backwards and forwards compatible with existing sound systems, so there should be very little hardware investment or installation time for theater owners.
"By partnering with THX and Datasat, we bring unique cinema audio expertise to the table that complements our suite of revolutionary solutions from Auro Technologies allowing 3D sound to be experienced for the first time in cinemas worldwide," says Brian Claypool, Barco's senior director strategic business development. "The result is the most sophisticated and natural audio experience available."
The technology also gets the THX stamp of approval, from both a design and technology perspective. "For nearly 30 years, THX has been passionate about improving the cinematic experience with its innovative THX Cinema certification program, which has been instrumental in providing audiences worldwide optimized picture and sound in designated THX Certified Cinemas," says Rick Dean, THX's senior vice president. "This is a groundbreaking, yet logical next step for THX and we are excited to be a part of this next-generation theater audio technology."
To date, the Auro-3D system has been installed into three different venues: the Jam Hall Cinemas in St. Petersburg, Russia; the Regal Cinemas in Los Angeles, California; and the Wangfujing Cinema in Changsha, China. Barco says that additional Auro-3D installations are currently in progress around the globe.
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