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Author
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Topic: Dolby Cinema
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Terry Lynn-Stevens
Phenomenal Film Handler
Posts: 1081
From: Toronto, Ontario, Canada
Registered: Dec 2012
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posted 12-08-2014 10:53 AM
Bobby, you've gotta chill out a bit ![[Shrug]](graemlins/shrug.gif) Not everybody likes Atmos and I am just having a little fun with it. The fact of the matter is that Dolby Atmos has been a bit of a flop, it has not gotten the brand recognition is deserves, and I suspect Dolby has figured this out. The speakers arrays are ugly as hell as well. It is just a matter of time in that Dolby Atmos will just become forgotten at the movie theater.
As for Dolby Cinema, it is a little lame and it is not going to work. The audio visual pathway as you enter the cinema is stupid as hell and it does nothing. Looking at the actual cinema, it just looks like a standard premium type cinema, the stealth bomber angled walls really do nothing. So what, its got Atmos and dual Christie 6P projectors, the Seattle Cinerama has this already and nobody is talking about it. Dolby is about 6 years too late on this concept.
And what the heck has happened to Dolby Vision in the home cinema area, I think Chicago has been the only bluray title released in a whole year.
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Marcel Birgelen
Film God
Posts: 3357
From: Maastricht, Limburg, Netherlands
Registered: Feb 2012
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posted 12-08-2014 12:49 PM
quote: Bobby Henderson
I'm wondering if Terry really is the "AndySu" posting in the Atmos thread over at Home Theater Forum. "AndySu" posted that odd home theater room photo there and has been calling Dolby Atmos "Atmis" lately.
Is he also paid by the IMAX propaganda machine? ![[Razz]](tongue.gif)
Terry, I know you mostly ignore me, because yeah, I'm an *sshole and logical arguments are just for pussies... Then again, to quote Will Smith, I'm allergic to bullshit. So, don't take it too personal. You're getting paid to swallow other people's shit, ain't you?
quote: Terry Lynn-Stevens
The fact of the matter is that Dolby Atmos has been a bit of a flop, it has not gotten the brand recognition is deserves, and I suspect Dolby has figured this out.
So, 400+ installs in about two years is considered a flop then, for a premium, extra expensive audio system? And tell us, what are the criteria for a flop?
quote: Terry Lynn-Stevens
The speakers arrays are ugly as hell as well.
Yeah, they're ugly, but according to you, putting them away is also stupid. So, what is it then?
quote: Terry Lynn-Stevens
Looking at the actual cinema, it just looks like a standard premium type cinema, the stealth bomber angled walls really do nothing.
What do they need to do to make it extra frickin' special then? Install rocking chairs? Include hookers and black jack?
And again, you're mixing up your airplanes. And might you enlighten us with your deep scientific knowledge why those stealth *fighter* walls do nothing?
quote: Terry Lynn-Stevens
And what the heck has happened to Dolby Vision in the home cinema area, I think Chicago has been the only bluray title released in a whole year.
Chicaco has apparently been remastered in Dolby Vision, but it hasn't been released in Dolby Vision... You cannot even buy a Dolby Vision TV yet.
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Marcel Birgelen
Film God
Posts: 3357
From: Maastricht, Limburg, Netherlands
Registered: Feb 2012
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posted 12-08-2014 01:16 PM
They're set to arrive late 2014, since 2014 is largely over by now, it will probably be early 2015. But how can you judge something before it's even there then?
We're also not talking about the home theater here, this is a forum for the Big Screen. But, for the home, even 7.1 surround has been largely a failure, maybe even 5.1, as most just don't bother. I know plenty of people who went from 5.1 back to just stereo or some kind of a sound bar with "virtual surround". So, if Dolby Atmos is a failure in the home, so is Dolby Digital or DTS.
Then again, many higher end, next generation AVRs will include Dolby Atmos by default, even if they do not offer more than just 7 full range and one LFE channel. More and more Blu-Ray mixes do include Atmos mixes, so what failure exactly?
Atmos or any other well supported spatial, object oriented audio format can become THE single inventory audio format of the future. No more need for five different mixes for every speaker layout, just one.
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Terry Lynn-Stevens
Phenomenal Film Handler
Posts: 1081
From: Toronto, Ontario, Canada
Registered: Dec 2012
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posted 12-08-2014 01:36 PM
Well, I don't think there has been any mention of Dolby Vision tvs coming any time soon. Samsung, LG and Sharp appear to be doing their own thing. Plus, I am reading that these TVs with Dolby Vision will consume a lot of power.
quote: Marcel Birgelen
But, for the home, even 7.1 surround has been largely a failure, maybe even 5.1, as most just don't bother. I know plenty of people who went from 5.1 back to just stereo or some kind of a sound bar with "virtual surround". So, if Dolby Atmos is a failure in the home, so is Dolby Digital or DTS.
I agree 7.1 has been a complete failure, I do not agree that 5.1 is a failure, it has been around since 1995, it might be obsolete now but it did have a very good run. The brand DTS and Dolby Digital were both successes.
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Terry Lynn-Stevens
Phenomenal Film Handler
Posts: 1081
From: Toronto, Ontario, Canada
Registered: Dec 2012
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posted 12-08-2014 02:20 PM
quote:
Is he also paid by the IMAX propaganda machine? [Razz]
LOL, I do not work for IMAX. I just don't let the transition from 1570 get me all worked up like some folks, especially Bobby Henderson. Sure it is not the same as 15/70 but it does not bother me. There are some very nice IMAX venues in the Toronto and New York markets that make going to these venues worthwhile IMO, these are not the AMC type refit locations.
It remains to be seen how successful this Dolby Cinema concept is going to be, IMAX has pretty successful marketing and studio support and IMAX is perceived as being the highest quality form of movie going experiences. This holds especially true in markets such as Asian areas that do not have the 15/70 past legacy. The economies of scale for Dolby Atmos to work is going to be the biggest problem, their patented theater design might work but I am skeptical if they can get enough signings to make this worthwhile.
Dolby recently has been doing in theater research regarding their Dolby Atmos branding, from what I have seen, the roll out of Atmos has not gone very well from audience reaction and surveys. Bottom line, the audiences didn't say it sucked, they just said they didn't know what it was, nor did they notice any difference during the movie as to sound quality. Dolby Atmos really lacks in the marketing department from what I have seen.
The new IMAX audio system will not be differentiated from the current set up from what I have heard. It will just be IMAX and no mention with regards to laser or the new 12 channel setup.
Here is a pic of the custom overhead speakers. They will look a little cleaner than current Atmos set ups.
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Marcel Birgelen
Film God
Posts: 3357
From: Maastricht, Limburg, Netherlands
Registered: Feb 2012
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posted 12-08-2014 05:41 PM
It's a given fact that Dolby's Atmos marketing isn't as strong as it could be. It has been iterated time and time again here. Still, I would not call this system a failure at all, especially given the cost of the system, I'm actually impressed it's going anywhere. At current price levels, it surely will only go into the biggest and best rooms and is obviously a candidate for "PLF" concepts.
As for Dolby Cinema: I'm pretty certain the Dolby Cinema screen at JT Eindhoven will be a strong competitor for the Digital IMAX "across the street", even if they offer it at the same price level. When they opened their Atmos based premium concept with a highly overpowered sound system in a massive room about 70 miles south, it generated sufficient buzz to knock the competition out within a few months time and they sold their tickets at a large markup compared to their competition. This competition was a 75-year old business which by no means offered any sub-par service, quite to the contrary actually.
As you might know, in a normal Atmos setup, it's not Dolby that decides what the end result will look like, but the theater owner. There are plenty of models to choose from and there are also plenty of ways to integrate those speakers into the design of the overall auditorium.
And have you ever seen a Barco Auro setup? It's in no way better than Dolby Atmos.
Regarding this "Stealth wall design", there are plenty of theaters around the world with more creative designs than the average shoebox with a screen against the front wall. The following came to mind:
It might not be the most attractive looking room, but the acoustics are actually pretty decent. The whole thing is also built into a big earth wall.
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Bobby Henderson
"Ask me about Trajan."
Posts: 10973
From: Lawton, OK, USA
Registered: Apr 2001
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posted 12-08-2014 09:26 PM
quote: Terry Lynn-Stevens
LOL, I do not work for IMAX. I just don't let the transition from 1570 get me all worked up like some folks, especially Bobby Henderson. Sure it is not the same as 15/70 but it does not bother me.
If the tremendous quality difference between true 15/70mm film-based IMAX and its fake, 2K digital version doesn't matter to you, then why are you even bothering to pay extra to see a movie in "IMAX", the digital version? Why not save a few bucks and merely watch the standard priced digital version? You even profess this crap of preferring plain stereo optical Dolby SR over 5.1 channel digital. With all those statements put together there is no logic in you towing the line for IMAX in any respect, be it real film-based IMAX or its dishonestly marketed digital version.
quote: Terry Lynn-Stevens
IMAX has pretty successful marketing and studio support and IMAX is perceived as being the highest quality form of movie going experiences.
quote: Marcel Birgelen
It's a given fact that Dolby's Atmos marketing isn't as strong as it could be. It has been iterated time and time again here.
quote: Mike Blakesley
I expect Dolby has a tough time marketing Atmos because it's a hard thing to tell people in a couple of words.
Dolby is not necessarily doing anything wrong in its marketing of Dolby Atmos. And IMAX isn't necessarily doing anything right either.
It's a very simple situation: both IMAX and RealD are paying a lot of money to movie studios to get their brands whored onto movie posters, movie trailers and movie TV commercials. That's their "marketing." There is nothing very genius about that at all. Dolby Cinema will just allow Dolby to do the same damned thing.
Dolby didn't have to pay to get its brand on movie posters, trailers and more in the past. Neither did other companies like DTS, SDDS and Panavision. Those logos were often window dressing to make a movie's poster, trailers or DVD box art seem more legit.
Now that product placement fees are an ever more pervasive part of movie production, and all the big movie companies are owned by giant multinational corporations with an endless hunger for profit they now view space on a movie poster, trailer or whatever as a commodity that can be sold.
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