Ambition is to roll-out brand worldwide, says spokesperson.

Sound pioneer Dolby is to launch its own premium cinema brand in the shape of Dolby Cinema, thus entering the increasingly competitive large format arena.

The first Dolby Cinema sites will be located at the JT Cinemas complex in Eindhoven, Netherlands, and the UCI/Cinesa La Maquinista complex in Barcelona, Spain.

Dolby’s cinemas will include design elements such as signature entrances that can be programmed to reflect the movie that is playing, giant screens, Atmos sound and ‘high dynamic range’.

Initially, Dolby’s new projection system will use two Christie 6P 4K laser projectors for increased brightness.

Next spring, the system, co-developed with Christie, is expected to introduce updated laser projectors and playback technology that will enable the system to project ‘Dolby Vision’, the newest Dolby format.

Dolby will also supply theatres with the equipment.

Dolby’s Atmos immersive sound has been installed in roughly 700 theatres worldwide. The company’s fiscal revenue for 2014 was $960m.

There are currently more than 70 large format cinema brands operating worldwide.