Brave new audio worlds: AMC Theatres and Dolby join forces for Atmos launch

Theatrical exhibition and distribution continue to move at the speed of digital. One such example of innovation, expertise and expediency is the commercial rollout of Dolby Atmos with Disney/Pixar’s Brave to 14 screens across North America and six internationally within two months of the arrival of the revolutionary sound platform at CinemaCon 2012 (see our May issue). And the fact that the animated adventures of Merida world-premiered at the iconic home of the annual Academy Awards of Merit added some timely symbolism.