Dolby Atmos: Better Cinema “Hearing” Experience


dolbyatmos The last time I stepped foot at the Greenhills Cinemas as last June 2013 when yours truly won a pair of tickets courtesy of Toblerone’s Father’s Day contest. The movie then was Man of Steel which I super enjoyed! Fast forward a year later, I was granted the chance to be part of a theater tour.  Well, it may sound plain right? But this tour becomes extra special if it involves the much-talked about and heralded theater sound technology of “hearing” the picture brought to you by none other than…(drum roll please?) …DOLBY ATMOS! Is that also short for “atmosphere”? We will find out! GE DIGITAL CAMERAGE DIGITAL CAMERA So recently, the management of Greenhills Promenade with the coordination of PR Guru Ms. Tessa Jazmines and Dennison Uy of Astig.Ph, invited some lifestyle bloggers one nice weekend to experience and learn more about the latest state-of-the-art technology from world-renowned Dolby Lab. In case you do not know yet, Cinemas 6, 7 and 8 are the three theaters specially-equipped with the wonders of Dolby Atmos technology since July 2013.

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The Greenhills Promenade not only have boombastic Atmos speakers but very comfy seats all for excellent cinema viewing pleasure.

No other than Mr. Paolo Mendoza, VP of the Music Museum Group, Inc. and GM of Greenhills Cinemas took time off from his busy schedule to head our group tour and exclusively showed to us Dolby Atmos speakers that are installed overhead, not just in front and at the theater sides. Putting it more simply, “With Dolby Atmos, cinema-goers are able to move sounds anywhere in the theater. The result is an exciting, powerful environment never experienced before in cinema viewing,” shares Paolo. GE DIGITAL CAMERAGE DIGITAL CAMERA TRIVIA: Pacific Rim was the first motion picture shown by the Greenhills Promenade (July 2013) using the Dolby Atmos technology. The inaugural event was attended by the owners, Senators Jinggoy Estrada & Grace Poe with San Juan Mayor Guia Gomez. Dolby-Atmos1 Introduced by Dolby in April 2012, Dolby Atmos has been welcomed by major studios, award-winning directors and sound teams, including leading exhibitors worldwide. Now, more than 40 films around the world have been released or are scheduled to be released with Dolby Atmos sound. Award wise, the Cinema Audio Society gave Dolby Atmos its coveted Technical Achievement Award for Post Production in 2013.

Trivia: Disney Pixar’s Brave (animation) was the first movie to use the Dolby Atmos sound technology June 2012.

To prove what Paolo just explained to us about the Atmos, a sound-test and brief backgrounder of how Dolby Atmos works were shown. Since the cinema was smaller and more intimate, we all felt the helicopter sound effect excitingly crawl and hover above our heads and the clarity and crispness of water flowing from a stream onto the side speakers. Wow! All I can say was amazing! I’ve always been a fan of Dolby Surround Sound for many years and now but this Atmos feature is far more an awesome leap and upgrade from the existing technology.  Now that’s not only seeing the motion picture but hearing it a lot better…much, much better is more like it! ☺
IMG_20140607_114841And we bloggers got more kick with excitement when the trailer of the upcoming blockbuster hit, Transformers 4 Age of Extinction was shown. The latest autobot installment was of course sound -recorded using the Atmos tech. We even hinted Paolo of a special block screening of said film inviting us again. Hope he remembers? Dolby Atmos tickets cost P300 per screening.

For us to fully appreciate the coming together of the amazing Dolby Atmos, we capped our theater tour by watching the action-packed Edge of Tomorrow starring Tom Cruise and Emily Blunt which was recorded utilizing what else? The Dolby Atmos technology! Since the film is sci-fi and action ridden, I personally enjoyed the movie not because ever-handsome Tom Cruise is one of my fave Hollywood actors but noticing that I have doubly-felt and heard all the elements of Dolby Atmos. The very essence of this high technology is simply taking you right where the action is. And that will be one of the main reasons why you’ll keep coming back watching at a cinema!

I also checked the list of 2014 Dolby Atmos films and those titles deserve to be powered by the Atmos’ natural, realistic cinema sound that truly envelops the audience and allows them to hear the whole picture. Now that I know a little something about the Dolby Atmos, movie-watching has become more fun, pleasurable and has reached greater heights with sound! GE DIGITAL CAMERA         Candid snap of fellow bloggers with BenCab’s awesome metal-mural “Eight Movements”

P.S. Do take time out to notice and admire standing tall and proud in the Promenade Lobby, a great metal masterpiece by National Artist for Visual Arts Benedicto Cabrera aka BenCab dubbed as “Eight Movements” which is cinema-inspired according to the famed national artist. GE DIGITAL CAMERAGE DIGITAL CAMERACool pics with Ms. Tessa Jazmines of Larc & Asset PR & with fellow Astig.PH bloggers           Dennison Uy & SoL Razo.  We all love Dolby Atmos!

**Many thanks to Mr. Paolo Mendoza, Ms. Tessa Jazmines & Dennison Uy.

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