Ster-Kinekor introduces new sound system

2013-01-29 14:17

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Cape Town – Ster-Kinekor has introduced a new Dolby Atmos sound system to movie audiences in South Africa.

Ster-Kinekor Gateway in Durban is the only South African cinema complex to offer this audio experience to audiences.

"The Dolby Atmos sound system is the best sound system in the world. It is state of the art and brand new," Doug Place, marketing executive at Ster-Kinekor, told News24.

Place said the difference with this system is the way the sound engineer can mix the sound.

"Each of the speakers in the theatre are individually amped."

According to Place the new sound system allows you to have the most lifelike sound.

Dolby Atmos introduces a hybrid approach to mixing and directs sound as dynamic objects that envelop the listener, in combination with channels for playback.

It enables adaptive rendering to ensure that the playback experience is as close as possible to the creator’s original vision in any given environment, irrespective of speaker configuration in the playback environment.

It is an end-to-end solution that takes into account the entire content pipeline and brings together mixers, studios, and distributors to create dramatic improvements in the audio experience.

As a result of this, audiences are immersed into the story by allowing content creators to position and move sounds anywhere in the theatre, including overhead.

The effect is profound. It centres the audience in the heart of the action and heightens the impact of every scene.

"The theatre in Gateway, Durban has over 50 different speakers mounted on the roof, the wall and behind the screen. It really is a 100% immersive sound system."

He said the new system is important for blockbuster films like The Hobbit and Skyfall and works extremely well for horror films because it is a completely different sound experience.

The sound system was installed in Durban in December last year in time forThe Hobbit. It was launched internationally in June last year.

Place said there are currently 25 films which have an Atmos sound mix.

He said the new sound system is hugely popular with the audiences in Durban. 

"It is interesting to see people respond to a non-visual improvement. The people responded remarkably and is enthusiastic about it."

He said they have not increased the price of films.

He said they first want to see how audiences in Durban respond to the new sound system before they roll it out to other cinemas in SA as it is still new to the world and South Africa.

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