Dolby Atmos
Definition
Dolby and the double-D symbol are registered trademarks of Dolby Laboratories. All other trademarks remain the property of their respective owners. © 2010 Dolby Laboratories, Inc. All rights reserved.
Overview: provide benefits to all stakeholders
Better Audio Experience
• Richer palette
• More artistic control and precision
• Highly time efficient
Simplified Distribution
• Single inventory
• Maintain existing audio
• Highly robust
Distribution
Dolby
Atmos
Scalable Playback
• Optimize each playback
environment.
• Resolves the “Chicken or Egg”
dilemma
• Supports future innovation
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Overview: what is Dolby Atmos?
+
=
Beds
Objects
Dolby Atmos
Complex Audio Textures
Sharp, Dynamic Sounds
Best of both
Efficient Authoring
New Creative Potential
Mix once, play everywhere
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Overview: key system benefits
 New Dimension for Surround Sound – Elevation
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Sound sources can be above the listener for the first time
Richer ambiences, greater envelopment
Brings sound away from the walls, into the room
 Discrete Signal to each Speaker (aka “pan-through array”)
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Higher Spatial Resolution – Effective for Point Sources and Moving Sources
Timbre matching with screen channels (bass management support)
Maximize equipment capability
 “Adaptive Audio” format
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Scalable in Production and Exhibition
Captures the spatial intent of the mix
Author once, play everywhere; differentiate; innovate
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Breaks the ‘chicken or egg’ dilemma
Incentivizes investment quality playback systems
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Post Production

Creations tools for Pro-Tools based workflows:
 Object Panning Plug-in
 Edit Room Renderer

Creations tools for console workflow
 AMS Neve Consoles
 Euphonix Consoles
 Harrison Consoles
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Mastering and Replay: Hardware Unit (Dolby RMU)

At any point, the sound mixer can listen to the Atmos
mix in 7.1/5.1 to assist creation of all version.

The RMU automatically creates the 5.1 and 7.1 mixes
from the final Atmos mix.
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Post-production: RMU
Up to 10 bed
channels (7.1 + 2
overhead beds)
and 118 objects.
The 128 tracks
can be rendered
into a maximum
of 64 loudspeaker
locations.
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Film distribution: packaging
A DCP contains 5.1
or 7.1 audio. Each
one requires a KDM.
If the DCP contains
one of the above and
the Atmos mix, no
additional KDM
required for the Dolby
Atmos mix.
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Film exhibition: map
Each speaker is
independent.
Up to 64 channels for
playback.
Sound can be pin-pointed
anywhere in the room.
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Film exhibition: installation in the cinema

When installed, the processor is configured to recognise the position of each speaker in the
room and its technical features. According to this information, the processor distributes the
sound around the room as intended by the sound mixer.

Automated equalisation – human input possible

Should there by any problem, it reverts automatically to standard audio track in 5.1 or Dolby
Surround 7.1.
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Dolby Atmos
Sales and content services
support
Dolby and the double-D symbol are registered trademarks of Dolby Laboratories. All other trademarks remain the property of their respective owners. © 2010 Dolby Laboratories, Inc. All rights reserved.
New processor CP850 and Interface

Simple sales process – only the processor CP850 and the Dolby Atmos Interface DAC3201
in some cases are required from Dolby. Price includes consultation and alignment services.

Place an order for a CP850 through your Dolby representative from Nov 1st. CP850
brochure now available.

Using the White Paper draft a speaker layout (floor plan and sections) and specify speakers
you intend to install.

Through your Dolby representative send drawings and speaker specifications to Dolby for
revision.

Dolby will revise your layout and specifications and approve you layout.
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Your CP850 order will be released. Complete installation.
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Dolby sound consultant will visit your screen and perform the final calibration of the system.
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Dolby Atmos
Marketing support for
exhibitors
Dolby and the double-D symbol are registered trademarks of Dolby Laboratories. All other trademarks remain the property of their respective owners. © 2010 Dolby Laboratories, Inc. All rights reserved.
General
 Most marketing material available in 12 languages: English, French, German, Spanish, Italian,
Russian, Arabic, Turkish, Bulgarian, Dutch, Polish, Czech.
 Dolby creates all requested artworks for the clients at Dolby’s cost.
 Ideas to use the Dolby Atmos logo:
 Logo on cinema tickets
 Marquis sign
 Logo next to the film on their website
 Lighting show with logo before the screenings to point out to the speakers
 If new cinema, integrate it in seats, carpets
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Free standard marketing package sent to new screens
 Cinema plaques.
 Pin buttons for consumer-facing staff “Ask me about Dolby Atmos” – ready soon.
 1 totem, 1 banner, 1 set of posters, 1 set of poster corners.
 Consumer-facing handouts about Dolby Atmos. English, French, German, Italian, Spanish, Dutch,
Arabic, Russian. More languages will be produced upon request.
 1 customised take-over/skin to announce film releases in Dolby Atmos.
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Free standard material: assets to download
 Poster corners for digital artworks.
 2 educational videos for the consumers to be played in cinema lobbies and on websites. Quicktime
in English with subtitles (+10 languages).
 1 extra 30-sec educational video to be played in cinemas and websites. Available in Atmos DCP
and quicktime in 15 languages (dubbed).
 Trailers (to be strictly played in front of Atmos movies only):
 Unfold trailer (no text) Atmos DCP.
 Leaf trailer (English) Atmos DCP.
 Amaze_nature (English) Atmos DCP. Translations will be ready at the end of September.
 Bumper to provide to film distributors to stitch at the end of their trailers “Coming soon to this
cinema in Dolby Atmos”. Available in flat/scope/2D/3D in +10 languages.
 Videos: interview of the audience after the Brave screening in Barcelona and interview of Danny
Boyle on Dolby Atmos.
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Free standard material: assets to download
 3x 5-second bumpers “The following presentation is in 5.1/Dolby Surround 7.1/Dolby Atmos” to be
played before trailers and feature films to explain to the consumers in which format they will hear
the film. Available in +10 languages.
 5 sound only demos in Dolby Atmos and a bumper “You have just experienced Dolby Atmos”.
Duration: 1 min. To be played by surprise in Dolby Atmos screens only, between all trailers and all
films. The aim is to surprise the audience, capture their attention and make them aware of the
impact sound has on them. The Dolby Atmos logo will appear, then sound will play with no image
and the bumper will appear on screen at the end. Available in +10 languages.
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Rain: delivered
Basketball game: delivered
Seashore: January 14
Restaurant: March 14
Haunted: May 14
 2x 20-min sound only demo: Jungle and Forest ambient sound to use when the audience enters the
auditorium.
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Tailored campaign upon request
 We would like to support cinema’s specific needs as well by creating tailored material for them
integrating their logo and in the local language. Dolby is in charge of the design and bears the costs.
Production costs are to be discussed on a case-by-case basis. Examples on following slides.
 Web assets: website takeover, creation of a Dolby Atmos page, webbanners, etc.
 Marquis sign, outdoor banners, pillar/escalator/door wraps, vinyl floor, etc.
 Digital adverts (still and animation) for website and app
 We would be happy to discuss any other idea you have.
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Ideas of promotion
 Competition in your newsletter
 Competition for people who hold a cinema ticket for an Atmos movie
 Introduce Atmos screenings with a 2 minute speech about Atmos on opening weekends
 Buzz kit to press and bloggers for upcoming titles.
 Interviews of consumers when they come out of the Atmos screenings. Edit video and use on social
media, etc.
 We would be happy to discuss any other idea you have.
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Example of outdoor campaign
Bus stop in front of JT multiplex
in The Netherlands
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Examples of trade advertising
Annual guide Cote Cinema
distributed to all exhibitors and
distributors in France.
En Solitaire is the first French
production mixed in France at
Ink Production.
Release: 6th November 2013.
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Examples of customised take-over/skin
CineRoyal, UAE
SF Kino Sandvika, Norway
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Examples of Dolby Atmos on exhibitors’ websites
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Examples of Dolby Atmos on exhibitors’ websites
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Examples of co-branding and advertising
Empire Cinemas, UK website takeover
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Examples of co-branding and advertising
Empire Cinema Leicester
Square, UK
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Examples of co-advertising
Life of Pi co-advertising in
Norway and South Africa
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Examples of co-branding
Ster Kinekor, South Africa – door wraps
CONFIDENTIAL INFORMATION
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Examples of co-branding
Ocine, Spain – door wraps
office
Cinestar, Germany – 6 screen display above box
CONFIDENTIAL INFORMATION
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Examples of co-branding
UCI Kinowelt, Germany – floor stickers
CONFIDENTIAL INFORMATION
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Dolby Atmos
What consumers say
Dolby and the double-D symbol are registered trademarks of Dolby Laboratories. All other trademarks remain the property of their respective owners. © 2010 Dolby Laboratories, Inc. All rights reserved.
Brave opening weekend in Dolby Atmos, Spain*
 92.5% consumers said the quality of audio exceeded their expectations.
 59% consumers would travel 5 to 15 extra minutes to see a movie in Dolby Atmos.
 85.5% consumers identified scenes in which Dolby Atmos made a difference.
 76.1% consumers thought Dolby Atmos was important when choosing their cinema.
 When asked about the importance of sound in film genres, the following percentage of consumers
believed it was important: 96.3% for action films, 88.1 for horror films, 79.9% for animated films.
*134 people interviewed over 3 days
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