• TECHNICAL • faster adoption. It was then that Qube tried to make an affordable offering of Dolby Atmos available for the Indian market. The 16-channel option - which allows reuse of existing equipment with some additions such as the Dolby Atmos CP-850 cinema processor - reduced the investment burden for theatres, and also provided the flexibility to upgrade to a full Dolby Atmos installation later. This was branded as Dolby Surround 16. This stirred the market and resulted in demand for Dolby Atmos even in smaller towns. Kerala, which is a relatively small regional cinema market, today has more than 40 installations of Dolby Atmos! This is a testimony to the popularity and acceptance of Dolby Atmos sound format amongst exhibitors. Qube represents several leading brands like QSC, Pulz and Dolby. With their vast experience in cinema projection and sound, the Qube Immersive Audio team also offers consultancy services for setting up cinemas from scratch.
South Exhibitors First To Adopt Dolby Atmos Given the popularity of cinema in the region, the exhibitors from South India were one of the firsts to adopt Dolby Atmos which shows their commitment to providing an unprecedented experience to their moviegoers. TheatreWorld highlights four cinema screens in South India which have been set up with Dolby Atmos by the Qube Immersive Audio team.
Melody Cinema - Vizag Melody Cinema in Vizag is equipped with Dolby Atmos and has a 54 audio channels installed by the Qube Immersive Audio team. They also have deployed QSC SC443, 3 ways screen channel loudspeaker along with 6 QSC SB7218 dual cinema subwoofers with 48 SR series cinema surround speakers and DPA Digital signal processing amplifiers. Melody has one of the biggest screens in
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South India - 1660 sq. feet, longest seating arrangement in stadium style seating - 135 feet and one of the first to install studio spec baffle wall and is also equipped with Barco 4K projection system. "At Melody, we strive to provide our customers with the best cinematic experience as they watch their favorite heroes and characters on the big screen. To this end, our main priority throughout our recent theatre renovation was making sure we designed a space where moviegoers would enjoy their audiovisual experience with enhanced state-of-the-art technology," says Dr Lakshmana Rao Atluri, owner of Melody Cinema. "Of course, this meant improving the overall infrastructure and ensuring customer satisfaction and comfort with better seats and upgraded air conditioning. We wanted to offer the best in sound and visual quality as they are critical to maximize the impact of the movie and the two companies that we felt best aligned with our personal philosophy of providing a high quality movie experience were Qube and Dolby. Qube Cinema has been one of the eminent names in the cinema technology business and provides top class digital cinema servers. Dolby Atmos is unquestionably the leader in sound technology. Choosing these two brands was a simple decision in realizing our own goal of enhancing our viewers' cinematic experience.
We hope that our customers see and feel the difference," informed Dr Lakshmana Rao Atluri.
Narasimha Chitramandira Bengaluru Narasimha Chitramandira is situated on NH 44 on the busy Hosur Road between Central Silk Board Junction and Electronic City in Bengaluru. The cinema theatre was started by Late P Narasimha Reddy in the year 1978 and it was the only single screen theatre at that time in that locality. "In 2014 we inherited the property and undertook the renovation work in 2016-17 and re-opened on April 24th 2017. The renovation work included seating, air conditioning, auditorium acoustic insulation, Dolby Atmos installation, 4K projection and providing adequate parking space for the visitors' vehicles. Qube's team played key role in delivering the best sound and projection and was very cooperative and guided us at every step from auditorium acoustic insulation to the final calibration of Dolby Atmos. Qube has supplied us with all the sound and projection equipment. They have given us the best of QSC amps, speakers and