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Tag: Ashim Mathur

  • Mukunda Theatre installs first Dolby Atmos screen in Bengaluru

    Mukunda Theatre installs first Dolby Atmos screen in Bengaluru

    MUMBAI: Dolby Laboratories has launched its latest audio technology, Dolby Atmos, in Bengaluru.

     

    Mukunda Theatre will be the first cinema in the state to offer the new technology to moviegoers starting 24 April, 2015.

     

    Mukunda Theatre managing director G. Venkatesh Reddy said, “We take great pride in being the first ones to bring Dolby Atmos for the cinema to viewers in Bengaluru. It has always been our endeavor to use the latest technologies to provide the best cinematic entertainment experience to our audiences. Dolby Atmos is a major differentiator, providing greater definition and dimension to movies with its unique object-based approach to sound.”

     

    Dolby Laboratories director, field marketing India Ashim Mathur added, “We are very excited to be working with Mukunda Theatre to bring Dolby Atmos to Bengaluru. Dolby Atmos continues to see great momentum in India and across the globe, as the leading next-generation sound format for theatres.”

     

    Unlike traditional channel-based sound systems like 5.1, 7.1, and 11.1, which require filmmakers to think about the number and location of speakers, Dolby Atmos allows them to simply designate where in the cinema space each sound “object” should be placed or moved to make audiences experience the film as if they were within its world.

  • The national capital gets its first Dolby Atmos screen

    The national capital gets its first Dolby Atmos screen

    MUMBAI: Dolby Laboratories announced the arrival of its latest audio technology, Dolby Atmos, in the capital city of India. Delite Cinemas, situated in Daryaganj, will be the first cinema in the city to offer the new technology to cinema lovers, which started on 1 May.

     

    Delite Cinemas owner Shashank Raizada said, “I believe Dolby Atmos will prove to be a major differentiator for the movie-watching audiences in New Delhi. It provides greater definition and dimension to movies with its unique approach to sound. With this achievement, we reinforce our mission to be the best in entertaining people by offering state-of-the-art technology and exceptional facilities, as well as providing our audiences with new and innovative concepts for an enhanced and powerful movie going experience.”

     

    Dolby Atmos has quickly become the preferred choice for next-generation sound in the cinema, with major studios, award-winning filmmakers, and exhibitors from around the world embracing its approach. Unlike traditional channel-based sound systems like 5.1, 7.1, and 11.1, which require filmmakers to think about the number and location of speakers, Dolby Atmos allows them to designate where in the cinema space each sound should be placed or moved to make audiences experience the film as if they were within its world.

     

    “We look forward to working with Delite Cinemas to bring the ultimate cinematic entertainment experience to moviegoers in New Delhi. With Dolby Atmos, you feel as if you are in the movie, not merely watching it. We are confident that moviegoers will be captivated by the remarkable clarity and dimension of the sound and will keep coming back to Delite Cinemas to get this amazing experience that Dolby Atmos provides,” said Dolby Laboratories India marketing head Ashim Mathur.

  • Dolby brings home cinema quality sound

    Dolby brings home cinema quality sound

     MUMBAI: Like all previous editions of the annual convention, FICCI FRAMES 2014 too is as much about the progress of the industry as it is about the success stories of individual companies that set up booths during the event.

     

    Indiantelevision.com stumbled upon one such booth by Dolby Digital, which has been participating in FICCI FRAMES for the past four years. “We have been coming down to FICCI Frames for the past four years with a booth, and it has certainly worked well for us and helped us meet our current partners, key decision makers and stakeholders. It’s a great place to network,” said Dolby Laboratories head of marketing Ashim Mathur.

     

     Not so long ago, Dolby Digital collaborated with HBO’s two niche offerings – HBO Hits and HBO Defined – to provide them with the best in sound technology.

     

    “The association with HBO is great for us as their two new channels are really gaining some traction among viewers for their offering of 100 per cent ad-free content. Dolby traditionally has been known for cinema and the collaboration fits perfectly into our scheme of things,” said Mathur about their association.

     

    Currently, Dolby is the go-to surround sound experience for nearly 20 channels and caters to all possible genres of content, including movies, music, general entertainment and sports.

     

     It all started with Star Plus, recalled Mathur and added, “We came on board the whole HD and surround sound bandwagon with Star Plus nearly four years back, which was our first asli HD channel with Dolby surround sound.”

     

    Dolby has been associated with television shows as well, the most recent being the high-octane thriller 24 on Colors. “The mode of communication from our side was simple; we had to showcase it to people. We did a lot of on-ground activation with Colors at cinema theatres, by playing a visual inside and we gave the demonstration to explain the difference in surround sound experience with Dolby,” said Mathur. For Colors HD, 24 was the first show with Dolby surround sound.

     

     The company has also collaborated with brands the likes of LG during the last ICC World Cup, where it had its products on display at nearly 200 LG-branded stores across the country. “The campaign that we had was simply to bring the in-stadia cricket experience home and it was a grand success,” beamed Mathur.

     

    The secret behind Dolby’s success is that it believes in providing the best experience to its customers and partners alike. Thus, the home of surround sound technology associates with retailers and ensures that customers get to experience its products before bringing them home. Dolby uses experiential marketing by giving demonstrations in malls and retail stores to attract customers’ attention.

     

     “The idea is to give customers the experience and explain the difference between mono and surround sound, and also the difference between standard definition (SD) and high definition (HD),” said Mathur.

     

     Currently, Dolby has its 5.1 surround, 7.1 surround and the Dolby Atmos – which is used in cinema theatres. The company continues to strive for better technology coupled with the core marketing strategy of bringing the best cinematic experience home.