<div>Dolby Laboratories on Thursday (01 May) announced the arrival of its latest audio technology, Dolby Atmos, in Delhi. Delite Cinemas, situated in Daryaganj, will be the first cinema in the city to offer the new technology to cinema lovers, starting May 1, 2014. Dolby Atmos unleashes the potential of sound in storytelling by giving filmmakers the creative freedom to easily place or move sounds anywhere in the movie theatre to create a lifelike, virtual reality of sound and the most powerful cinema experience ever.<br /><br />Commenting on the launch, Shashank Raizada, owner of Delite Cinemas, said, “I believe Dolby Atmos will prove to be a major differentiator for the movie-watching audiences in New Delhi. It provides greater definition and dimension to movies with its unique approach to sound. With this achievement, we reinforce our mission to be the best in entertaining people by offering state-of-the-art technology and exceptional facilities.”<br /><br />Dolby Atmos has quickly become the preferred choice for next-generation sound in the cinema, with major studios, award-winning filmmakers, and exhibitors from around the world embracing its approach. Unlike traditional channel-based sound systems like 5.1, 7.1, and 11.1, which require filmmakers to think about the number and location of speakers, Dolby Atmos allows them to simply designate where in the cinema space each sound should be placed or moved to make audiences experience the film as if they were within its world.<br /><br />“We look forward to working with Delite Cinemas to bring the ultimate cinematic entertainment experience to moviegoers in New Delhi. With Dolby Atmos, you feel as if you are in the movie, not merely watching it. We are confident that moviegoers will be captivated by the remarkable clarity and dimension of the sound and will keep coming back to Delite Cinemas to get this amazing experience that Dolby Atmos provides,” said Mr. Ashim Mathur, Marketing Head, Dolby Laboratories India.</div>
