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Topic: Dolby's new sound system
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Bobby Henderson
"Ask me about Trajan."

Posts: 10973
From: Lawton, OK, USA
Registered: Apr 2001
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posted 06-03-2013 04:04 PM
Considering the high price for Atmos that money would go a lot farther in significantly bigger auditoriums. I have doubts a minimal configuration would be worth all the extra expense of installing a CP850 along with whatever else was added or replaced in the sound system just to get "Atmos" listed on the marquee.
I saw an article from the L.A. Times about Atmos, stating the Dolby CP850 Atmos processor has a list price of over $33,000. They clarify in parenthesis no one actually pays that full amount, but I'd still like to know how much of a discount is typically applied for commercial theater customers. If the CP850 is still costing north of $20,000 after discounts it still makes Dolby Atmos a very expensive sound system upgrade. The theater still has to budget in all the extra amplifiers, new speakers, installation costs, etc. And then there's the added maintenance costs that will be needed to keep an Atmos system working and sounding properly.
Back in the 1990s, when surround sound was actually still a marketable attraction (before stadium seating, digital projection, 3D and fake giant format experiences stole the limelight) movie theaters weren't paying nearly as much to install 5.1 digital surround sound.
The first Cinema Digital Sound and Dolby Digital processors carried $20,000 price tags. DTS shook that up with the $2,500 and $3,500 introductory prices for the DTS-S and DTS-6 players. Dolby ran pricing specials on the DA-20 system, getting it well below the $10,000 level. Cinema processors that integrated Dolby Digital (CP-500, CP-650) made the cost even more reasonable to install 5.1 surround.
Atmos is taking cost requirements in the opposite direction and possibly doing so at an extreme. Worse, this is happening when it seems like very few people (including many movie theater tech geeks) give a tinker's damn about good quality sound.
If it has to cost north of $50K-$60K to install Dolby Atmos in a single theater auditorium, in an effective configuration, I'm not optimistic the sound format is ever going to catch on with theater operators or even the general public if the marketing continues to be extremely weak. A theater operator looking to spend that kind of money might prefer to put it toward IMAX instead even if IMAX digital would cost more money than Atmos.
There's a decent number of movies coming out this summer with mixes in Dolby Atmos. Too bad the nearest Atmos equipped theater is more than 200 miles away, and probably will stay that way. Warren Theaters are big on everything Dolby, but have passed on Atmos to this point.
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