PVR to install Atmos at 50 screens in India
Published: ASIA
INDIA: The largest multiplex cinema chain in India, PVR Ltd, has announced plans to install Dolby Atmos in 50 of its screens spread throughout the country over the next two years, reportedly forming one of the largest rollouts of Atmos in the country to date. The decision follows a ‘tremendous response from patrons’ to PVR's two existing properties equipped with Dolby Atmos.
‘At PVR, we believe in bringing the most revolutionary and state-of-the-art technologies to our patrons to deliver the highest-quality movie experience,’ said 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.’
‘I believe Dolby Atmos is indeed the best sound technology available in the market,’ added PVR Ltd joint managing director, Sanjeev Kumar Bijli. ‘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,’ commented Bob Borchers, chief marketing officer and senior vice president, Dolby Laboratories.
PVR currently plans to install Atmos at locations including PVR Sangam (Delhi), PVR Market City (Bangalore), Lulu Mall (Kochi), Ambience Mall (Gurgaon), PVR Phoenix (Mumbai), among others.