Boxoffice® Pro - August 2013

EXHIBITION BRIEFS
do here in the U.S.,” says Cliff Marks, president
of sales and marketing at NCM Media
Networks. “This new arrangement also creates
a conduit for Chinese companies that would
like to reach American moviegoers through our
NCM network.”
Atmos films to more than 50. More audiences
in Europe, the Middle East, and Africa will be
able to enjoy an engaging and lifelike cinema
audio experience with Dolby Atmos, beyond
pure channel-based formats like 5.1, 7.1, or
even 11.1, that places them right in the center
of the action.”
More than 45 titles have been announced or
released in Dolby Atmos since the format’s debut
with Brave last year. Upcoming movies that
will be available in Atmos include Percy Jackson:
Sea of Monsters, Elysium, and Gravity.
ATMOS-PHERIC PRESSURE
n Dolby Atmos has reached more than 200
screens worldwide. The audio company has
inked a 20-screen deal with Regal to put the
3D sound system in its RPX: Regal Premium
Experience theaters. In addition, Dolby has
pacted with Odeon and UCI Cinemas Group LUXE IS THE REALD DEAL
to equip 27 of its flagship iSense screens with n Regal RPX. AMC ETX. Cinemark XD.
the immersive technology in Austria, Germany, Exhibitors offer moviegoers a cornucopia of
Ireland, Italy, Spain, and the United Kingdom. premium theater experiences.
And the San Francisco firm has signed up two
But RealD
of the world’s largest exhibitors, securing 37 wants to cut through
screens from SPI Cinemas in India and establishing
the confusion with
Atmos as the standard audio system for a single premium
Cinemaline’s X-Land-brand giant screens in large-format brand
China.
dubbed “LUXE: A
“In just six months, we’ve seen the number
RealD Experience.”
of Dolby Atmos screens worldwide grow The initiative will
fivefold, from 40 to more than 200,” says ensure minimum
Andreas Spechtler, regional vice president, standards including
EMEA for Dolby. “And in 2013 alone, we’ve
massive screens, ultra-bright 2D and 3D,
announced 27 new titles, including films enveloping audio, and luxury seating. The
Clarus_tiger_Ads_half from France, Germany, 7.25x4.75" Russia, the (Box_Office_USA):Layout U.K., and rollout will 1 include 24/06/2013 the rebranding 12:05 Page of existing 1
Spain, bringing the total number of Dolby premium screens as well as new auditoriums
upgraded to meet technology specifications.
The LUXE label will be available exclusively to
RealD licensees, but there will be no limit on
the content that exhibitors can screen.
“Disparate premium large-format brands
have limited the potential of today’s high-end
cinema offerings,” says Joseph Peixoto, president
of worldwide cinema at RealD. “With an
alphabet-soup of brands and differing amenities
in each auditorium, moviegoers have been left
unable to truly equate their PLF experience
with a single offering. LUXE: A RealD Experience
intends to solve this puzzle by unifying
the exhibition community under one brand
with one set of industry-leading technology
standards for an exceptional entertainment
experience moviegoers
will seek out for
years to come.”
LUXE auditoriums
are expected to
launch this winter
in Europe at Karo
Film in Russia and
Arena Cinemas in
Bulgaria, which
plans to use the
brand in seven of its largest auditoriums, with
six new screens to follow. RealD then projects
expansion of the concept into other territories
around the world.
Clarus 3D, now everywhereʼs even clearer...
Wider viewing angle, improved brightness
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AUGUST 2013 BoxOffice ® Pro The Business of Movies 9