PVR, the largest multiplex chain in India, today announced plans to install Dolby Atmos in 50 of its cinema screens across the country over the next two years. When completed, this will be one of the largest rollouts of Dolby Atmos screens by any multiplex chain in India until now.
PVR says its two existing properties equipped with Dolby Atmos technology have garnered tremendous response from patrons.
“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 Ajay Bijli, chairman and managing director, PVR. “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.”
Gautam Dutta, CEO, PVR 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 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 all across India. PVR plans to install Dolby Atmos in properties, including PVR Sangam (Delhi), PVR Market City (Bangalore), Lulu Mall (Kochi), Ambience Mall (Gurgaon), PVR Phoenix (Mumbai), and more.
Dolby Atmos dolby.com/Atmos