In the face of fading box office returns and steadily growing professional criticism of commercial cinema operation, the Apollo Cinemas chain – the largest independent UK chain – has announced the completion of ‘a project to upgrade the audio experience for cinema goers at all of its screens throughout the UK’.

Undertaken with Dolby Laboratories, the 22-month programme was concluded with the upgrade of Apollo Rhyl cinema, where the installation of 7.1 Dolby digital sound processors marked the conversion of all 83 of Apollo’s cinemas screens at 14 locations in England and Wales.

‘Quality surround sound is absolutely critical to the overall experience of enjoying a film, so we wanted to be able to offer our customers the very best with the quality and flexibility of the new Dolby digital cinema processors.’ says Apollo Cinemas MD, Rob Arthur.

‘We have been delighted with the results. The improvement in sound quality is really noticeable and we feel this, as part of our conversion to all-digital screens, has further enhanced our reputation for delivering the very best picture and sound experience in cinema’.

The rollout is part of the all-digital screen cinema chain to maintian the currency of its picture and audio technology, and to provide ‘a more immersive experience – whether the audience was enjoying a traditional movie, or alternative content such as a live concerts or sporting events on the big screen’.

Completed by Sound Associations, the programme has seen the inclusion of Dolby’s next-generation audio processor, the CP750, which is designed to integrate with other elements of the cinema’s operations, including pre-show servers, alternative content and theatre management systems. Since the system can be managed by the theatre’s network operations centre, the CP750 can also be monitored, controlled, and upgraded easily.

‘We worked very closely with Apollo and Sound Associates on this exciting project to realise their commitment to delivering the very best digital experience for their consumers,’ says Dolby Laboratories, Senior Director of Product Sales EMEA, Guy Hawley. ‘Apollo’s commitment to quality delivery of all content is unfaltering and the installation of our latest audio processors in all their screens will ensure that they will achieve this now and in the future.’

See also:
Commercial Cinema: A Falling Star?
Talking Talkies: Is Cinema Losing the Plot?
Bad Sound and Short Sight
Interview: Nigel Heath

More: www.dolby.com
More: www.apollocinemas.com