Launch set for June 18 in 'Toy Story' select releases
Dolby Laboratories announced Monday it is working with Disney/Pixar to develop a new audio format called Dolby Surround 7.1.The Mouse House plans to launch the format in select theaters in conjunction with its launch of 3D toon installment “Toy Story 3” on June 18. According to Dolby, the improved system allows for a more comprehensive mix of audio and visual 3D elements, as well as “a more exciting sensory experience to audiences for 2D.” “For 40 years Dolby has not only provided content creators with the tools to create a more realistic audio experience, but has also enabled the exhibitor to deliver audiences the ability to experience the content as the creator intended,” said Dolby senior director of marketing and cinema market segment Page Haun. Audio system uses four surround zones, spanning the entire theater with playback capabilities in the Dolby CP650 and CP750 digital cinema processor lines. Announcement was made as part of the ShoWest confab in Las Vegas, where Dolby also announced that it has reduced prices for 3D glasses from $27.50 to $17 for Dolby exhibs.