A Reel Atmos deployment
MIDDLE EAST: Dolby Atmos will be rolled out across all branches of Emaar Entertainment’s Reel Cinemas chain in the Middle East. The deal will see the new MA390C 3-axis speaker system from Dolby subsidiary SLS audio deployed for the first time across an entire cinema portfolio, including in the chain’s outlet at The Dubai Mall.
‘Dolby looks forward to working with Reel Cinemas to bring Dolby Atmos to movie lovers all over the Middle East,’ commented Friedrich Deininger, senior director of cinema at Dolby Laboratories.
‘Reel Cinemas will become the first cinema chain in the world to have Dolby Atmos with SLS loudspeakers across our entire portfolio,’ noted Adon Quinn, senior director at Reel Cinemas. ‘This collaboration with Dolby means that cinemagoers can feel fully immersed in the story unfolding on screen.’