PVR Ltd., a multiplex chain in India, has announced plans to install Dolby Atmos in 50 of its cinema screens across the country over the next two years. When completed, this will be one of the largest rollouts of Dolby Atmos screens by any multiplex chain in India until now.
PVR’s two existing properties equipped with Dolby Atmos technology have garnered tremendous response from patrons. PVR is leaving no stone unturned to ensure this experience is also available in more PVR screens across the country in its endeavor to provide the best cinematic experience to its patrons.
“At PVR, we believe in bringing the most revolutionary and state-of-the-art technologies to its patrons to deliver the highest-quality movie experience,” said Ajay Bijli, Chairman and Managing Director, PVR Ltd. “Our collaboration with Dolby goes a long way. Dolby is amongst one of the most celebrated brands in the market for premium sound quality, and it perfectly fits with PVR’s mission to offer its audience the ultimate in moviegoing experiences. Feeling extremely optimistic about the association, we together as brands will go an extra mile to woo our audience.”
Dolby Atmos, the award-winning Dolby® sound technology, moves audio around the theatre, even overhead, with astonishing clarity, richness, and depth. The lifelike sounds of music, people, and things flow all around the theatre in sync with the action to create a more immersive and moving experience. Dolby Atmos has quickly become the preferred choice for next-generation sound in the cinema, with major studios, directors, and exhibitors from around the world adopting the solution.
Gautam Dutta, CEO, PVR Ltd., added, “I believe Dolby Atmos is indeed the best sound technology available in the market. For our brand, PVR, we want nothing but the best. We want to make movie watching a real-time experience for our patrons. And with the premium sound technology that Dolby Atmos offers, we are very confident about the results.”
“Dolby looks forward to working with PVR to bring the Dolby Atmos experience to many more moviegoers in India,” said Mr. Bob Borchers, Chief Marketing Officer and Senior Vice President, Dolby Laboratories. “With Dolby Atmos, the audience is no longer just watching a movie; they are experiencing it. We are confident that moviegoers will go back again and again for the extraordinary experience that only Dolby Atmos can deliver.”
The deal encompasses properties across India and has a huge catchment across geographies vis-à-vis North, South, East, and West. PVR plans to install Dolby Atmos in significant properties, including PVR Sangam (Delhi), PVR Market City (Bangalore), Lulu Mall (Kochi), Ambience Mall (Gurgaon), PVR Phoenix (Mumbai), among many more places.