PVR plans to install Dolby Atmos in 50 screens across India by 2017

PVR Ltd., the largest multiplex chain in India, announced its plans to install Dolby Atmos sound systems in 50 screens across India over next two years. At this moment only 2 screens from PVR are equipped with Dolby Atmos systems which has garnered positive response from the patrons. PVR's plan is to ensure this experience in other parts of country as well. Once completed this will be the largest deployment of Dolby Atmos in India by any multiplex chain.

PVR - Dolby Atmos Deal

Dolby Atmos is the award winning sound technology which moves audio around the theatre even overhead, with astonishing clarity, richness and depth. The lifelike sounds like music, people and things flow all around the theatre in sync with action to create a more immersive and moving experience. Dolby Atmos has quickly become the preferred choice for next generation sound in cinema, since its launch in 2012 it is embraced by all major Hollywood studios, 14 Academy Award winning directors, and 27 Academy Award winning sound mixers, among others.

“At PVR, we believe in bringing the most revolutionary and state-of-the-art technologies to its patrons to deliver the highest-quality movie experience,” said Mr. Ajay Bijli, Chairman and Managing Director, PVR Ltd. “Our collaboration with Dolby goes a long way. Dolby is amongst one of the most celebrated brands in the market for premium sound quality, and it perfectly fits with PVR’s mission to offer its audience the ultimate in moviegoing experiences. Feeling extremely optimistic about the association, we together as brands will go an extra mile to woo our audience.”

Mr. Gautam Dutta, CEO, PVR Ltd., added, “I believe Dolby Atmos is indeed the best sound technology available in the market. For our brand, PVR, we want nothing but the best. We want to make movie watching a real-time experience for our patrons. And with the premium sound technology that Dolby Atmos offers, we are very confident about the results.”

“Dolby looks forward to working with PVR to bring the Dolby Atmos experience to many more moviegoers in India,” said Mr. Bob Borchers, Chief Marketing Officer and Senior Vice President, Dolby Laboratories. “With Dolby Atmos, the audience is no longer just watching a movie; they are experiencing it. We are confident that moviegoers will go back again and again for the extraordinary experience that only Dolby Atmos can deliver.”

The deal encompasses properties across India and has a huge catchment across geographies vis-à-vis North, South, East, and West. PVR plans to install Dolby Atmos in significant properties, including PVR Sangam (Delhi), PVR Market City (Bangalore), Lulu Mall (Kochi), Ambience Mall (Gurgaon), PVR Phoenix (Mumbai), among many more places.