EXCLUSIVE: UK cinema chain Vue is testing Dolby Atmos at some of its large format sites.
UK cinema chain Vue Entertainment is testing immersive audio format Dolby Atmos at “a few” of its Xtreme sites, CEO Tim Richards has confirmed to ScreenDaily.
“We’re testing it. It’s something that is very interesting to us. It’s in Beta mode right now,” said Richards.
Richards said it was too early to tell whether it would roll out across Vue’s fleet and would not be drawn on whether its potential instillation would lead to increased ticket prices. The tests can take up to six months.
Screen understands that other UK circuits have expressed interest in the technology.
Vue’s UK and Ireland circuit comprises 80 cinemas with 755 screens.
As of December 2012, 16 European cinemas were fitted with Dolby Atmos. The Empire Leicester Square is currently the only UK commercial cinema fitted with the technology.
Chinese theatre giant Wanda also announced from CinemaCon that it will install Dolby Atmos as the standard audio equipment in all its X-Land giant screens.
A growing number of major features are choosing to mix in Dolby’s immersive format. ScreenDaily reported from CinemaCon last week that Warner Bros’. Godzilla and Disney’s Need for Speed are the latest to get the treatment.
Pinewood Studios recently became the first UK studio fitted with Dolby Atmos technology.