Barco completes first U.S. Auro-3D installations for Cinemark, Regal Entertainment Group and AMC Entertainment

November 15, 2011

Source: Barco

Digital cinema provider continues deployments of true 3D audio solution for the world's three largest movie exhibitors

Barco has successfully completed the first Auro-3D installations in the United States at commercial theaters for the world's largest movie exhibitors: Cinemark (Dallas), Regal Entertainment Group (Los Angeles) and AMC Entertainment (Miami). These latest Auro-3D installations follow on the heels of deployments in Russia and China, now elevating the sensory experience at movie theaters on three continents.

Auro-3D is an audio system that allows for true three dimensional sound production, distribution and reproduction, turning a conventional cinema into a fully immersive environment to provide a truly unique experience. Auro-3D is gaining traction as the next logical step in the ongoing quest to create the most life-like cinematic presentation.

“We're ecstatic about the creative opportunities made possible by Auro-3D as we continually strive to provide our customers with the ultimate cinema experience,” commented Damian Wardle, VP of Worldwide Theatre Technology & Presentation at Cinemark. “Auro-3D's unique capabilities launch the audience right into the center of the motion picture experience!”

“The Auro-3D system installed at Edwards Calabasas Stadium 6 on September 22, 2011 delivers an incredibly realistic cinema experience,” commented Rob Del Moro, Chief Purchasing Officer for Regal Entertainment Group, the largest motion picture exhibitor in the U.S. “The combination of ultra-bright, high-resolution projection with 3D audio has the potential ability to deliver a true-to-life reproduction of the drama on-screen. As we continue to evaluate this technology on performance and cost, we are intrigued by its possibilities.”

While previously the movie experience has been limited to sound coming from in front and beside a patron, Auro-3D creates a uniquely immersive audio experience by adding “height” to the mix to create a more immersive experience. Auro-3D is the most cost-effective solution for 3D audio reproduction, using three layers (surround, height and top layer) to create a true 3D soundfield around and above the listener with the minimum number of speakers. The total combined effect results in a truly 3D aural experience.

Barco co-developed Auro-3D with Auro Technologies' CEO Wilfried Van Baelen, and is licensing the solution for use in commercial theaters. Auro-3D is easily installed and fully compatible with today's main standards: Stereo and 5.1 Surround. The full Auro-3D speaker layout is defined for up to 13.1, with 11.1 being the ideal solution for environments such as a commercial movie theaters. In addition, the Auro-3D codec enables single inventory distribution, which allows for the content to be transported using the market's current standards while maintaining future compatibility.

“AMC Entertainment has historically been a first adopter of competitive new audio technologies that enhance the cinema experience,” stated Dan Huerta VP Technology of AMC Entertainment. “We were honored to be able to provide this new experience to audiences for the first time at ShowEast 2011.”

“We're committed to continually elevating the cinema experience by providing groundbreaking technologies that allow our exhibition partners to flourish in an ever-growing competitive entertainment market,” commented Brian Claypool, Senior Director, Strategic Business Development at Barco. “Auro-3D provides a whole new dimension to the movie-going experience, reproducing the most realistic, spatially accurate sounds all around and above patrons to enhance the realism and immersive qualities of the story.”

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