Dolby’s Atmos gaining steam

DreamWorks to release 'Guardians' in sound format

Dolby’s advanced Atmos sound format is gaining momentum with studios and exhibitors.

DreamWorks Animation will release its holiday tentpole “Rise of the Guardians” in the Atmos format, and Warner has committed to an Atmos release for George Clooney-Sandra Bullock starrer “Gravity” and Guillermo del Toro’s giant-robots-versus-giant-monsters adventure “Pacific Rim.” Both Warner titles are skedded for 2013 release.

Previously announced Atmos titles are Disney/Pixar’s “Brave,” “Taken 2,” “Chasing Mavericks,” Fox’s “Life of Pi” and Warner’s “The Hobbit: An Unexpected Journey.”

The Atmos format is so new that the decoder boxes for the format haven’t even been released to theaters, so all theater deployments to date rely on pro gear that will eventually be returned to Dolby.

“Exhibitor reaction has been extremely positive,” said Stuart Bowling, senior technical marketing manager, cinema, Dolby Laboratories. “We have more interest than we can meet for this year.” Company expects to have 100 Atmos screens worldwide for “The Hobbit.”

Bowling said AMC Theaters and Cinemark have expressed interest in adding Atmos theaters.