Moviegoers who file in to see Pixar's "Brave" may notice something quite different about their theater: Dolby is rolling out a new "immersive sound format" it calls Atmos.
THR reports the first big deployment will take place at the newly rebranded Dolby Theatre itself, where "Brave" is slated to premiere on June 18.
Fourteen other theaters will be part of the first-run of Atmos (full list at the bottom of this article). Essentially, Atmos is a fancy version of surround sound, allowing theaters to play up to 128 channels of sound at once. Today's 5.1 and 7.1 systems only offer -- you guessed it -- five and seven channels.
The Dolby Theatre was previously known as the Kodak Theatre and is home to the Academy Awards. Dolby signed its 20-year naming rights deal after the Eastman Kodak Co. went into bankruptcy. Kodak had paid $3.6 million a year to have its name on the building.
Theaters using Atmos for "Brave," opening June 22 (via THR):
AMC BarryWoods 24, Kansas City; AMC Burbank 16; AMC Century City 15; AMC Downtown Disney 24, Lake Buena Vista, Fla.; AMC Garden State 16, Paramus, N.J.; AMC Van Ness 14, San Francisco; ArcLight Sherman Oaks; Brenden Theatres at the Palms, Las Vegas; Centry at Pacific Commons and XD; West Plano, Texas; SilverCity-Yonge Eglington Cinemas, Toronto; Cinetopia Vancouver Hall 23, Vancouver; the El Capitan Theatre; and Kerasotes ShowPlace ICON at Roosevelt Collection, Chicago