THE DOLBY THEATRE - As of May 1, naming rights to the 11-year-old Hollywood Boulevard theater now belong to Dolby Laboratories. Earlier today, The Kodak Theatre sign was replaced by The Dolby Theatre sign. The 3,400 seat theater now showcases the new Dolby Atmos sound system and Dolby 3D projection. The system is meant to deliver the most natural, life-like sensory experience. It is the largest theater in the world to currently have the Dolby Atmos system.
“This is not about adding more channels and more speakers. This is a whole different way of looking at sound design and playback… This is about putting you into the movie.” – Ramzi Haidamus, Dolby’s executive vice president of sales and marketing
“I’ve been standing in front of people for years telling you that Dolby brings you an immersive experience. And now we’re finally telling you the truth.” – David Gray, Dolby’s vice president of worldwide production services
The grand opening will be on Monday, June 18 for the premiere of Disney Pixar’s Brave. Questions arose last month about whether the system would be ready in time for the first premiere. Brave will be the test run for the system and conclude whether or not the new technology presents the supposed exceptional advancement of prior technology.
First photos of the new Dolby Theatre: