Following an envious few years of Dolby Cinema’s proliferation in Europe without any sign of a launch in the UK, Odeon has officially signed an agreement with Dolby to bring both Dolby Vision and Dolby Atmos technology to seven of its cinemas.

Dolby Cinema is becoming a popular option for cinemagoers in both the US and China, offering an alternative to IMAX. While the screens aren’t as big, Dolby Vision offers HDR imagery that boasts an insanely impressive contrast ratio. Pair that with Dolby Atmos 3D audio, and Dolby Cinema offers an experience that is arguably more immersive than IMAX.

Odeon will need to acquire new laser projection systems with high-grade optics for its Dolby Cinema screens, as well as a new sound system – but that’s not all. The company has also said that it will be installed reclining seats in its Dolby Cinema screens, offering a more comfortable viewing experience.

Mark Way, Managing Director of Odeon Cinema Group said, “This is a game changer in the UK, and our guests are going to love the stunning quality of Dolby Cinema. We’re very excited to be partnering with Dolby to be the first cinemas to offer this experience in seven Odeon cinemas across the country.”

Dolby Cinema movies will likely carry a premium when compared to your typical cinema experience. Consumers have already signalled that the high price of cinema is putting them off a trip, but Dolby Cinema offers something that most consumers won’t get at home. Pricing and the location of said cinemas has yet to be announced.

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