The level of today's home theater equipment has made staying at home more attractive than ever. A home theater means you will always have the best seat, the best snacks and an unlimited amount of bathroom breaks (if needed). However, AMC Theatres is working with Dolby Laboratories to lure you back to the Cineplex with a new venture called Dolby Cinema at AMC Prime.
The newly announced premium offering promises to make every visit to the theater an event. That's because every movie will include Dolby Vision laser projection, Dolby Atmos sound, and even AMC Prime power reclining seats with vibrating seat transducers.
As part of the plan, AMC will renovate its existing ETX and AMC Prime locations into the updated Dolby Cinema at AMC Prime theaters.
We've talked about Dolby Atmos at length, especially since the audio format is starting to pop up in so many pieces of home theater equipment and even Blu-rays. However, Dolby Atmos still used in select theaters, offering an immersive experience that can move audio around the theater -- even overhead.
Dolby Vision, on the other hand, is a brand new projection system, which was developed in conjunction with Christie. It features proprietary High Dynamic Range (HDR) technology with enhanced color and two high-frame-rate (HFR) capable Christie 4K laser projection heads. Combined with Christie's 6P modular laser light, this projector promises amazing contrast, high brightness, and a color range that more closely matches what the human eye can see.
That seating really adds to the experience as well. After all, how comfortable you are can really make or break a movie. The AMC Prime power reclining seats allow you to kick back, while still being completely immersed in whatever is on the big screen -- thanks to vibrating seat transducers that correspond to all of the on-screen action.
"Guests should prepare to be blown away when we launch this amazing theatre experience," said Gerry Lopez, AMC's CEO and president. "Moviegoers are already demonstrating they'll drive past other theatres to see a movie in AMC Prime, so combined with Dolby's pioneering technology, this next-generation Premium Large Format experience will leave them impressed, thrilled, and excited by what they see, hear, and feel-all from the comfort of their reclining chairs."
AMC plans to launch the first four Dolby Cinema at AMC Prime theaters in major cities by mid-May. There's no word on what those four locations will be, but the company expects to be in a total of 50 locations, including San Francisco, Las Vegas, Philadelphia, Miami, Boston, Denver and Seattle, by December 2018. If all goes well, the initial 100 theaters should be operating by December 2024.
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