July 19, 2013

Dolby Atmos Launched at New Promenade Cinemas

"Hear the whole picture," this is what the new Dolby Atmos tag line is and this is going to be the new world of sound in different cinemas.

Dolby Atmos is the revolutionary sound technology that is the current world class standard of sound technology, last July 11 this technology was debuted at the Greenhills Cinemas 6, 7 and 8 at the new Promenade at the Greenhills Shopping Center.

Present during the inauguration of the new cinemas and also the celebration of the launch of the Dolby Atmos in the Philippines were Mayor Guia Gomez of the City of San Juan, Senator Loren Legarda, Senator JV Ejercito and Mrs. Marga Ortigas of the Ortigas & Company Limited Partnership who cut the ceremonial ribbon.

One of the highlight of the launch celebration was the unveiling of a large-sized mural fashioned from metal by National Artist for the visual Arts Benedicto Cabrera (Bencab) entitled 8 Movements.  It is Bencab's largest mural so far and his first in metal.

Senator Grace Llamanzares Poe, former MTRCB chairperson and daughter of the King of the Philippine Movies, Fernando Poe, Jr. assisted Bencab during the unveiling.  Commission by Music Museum Group, Inc. and Greenhills Cinemas president Precy M. Florentino, the mural will adorn the lobby of the new cinemas.

According to Ms. Precy Florentino, "the elegant movie theater is a throwback to the old days of cinema when movie theaters had murals and art pieces, and movie goers had a grand feeling when going to the movies.  This is the reason why we brought the finest art in to the theater and why the three new cinemas are fitted with the state of the art Dolby Atmos technology."

As of now, the Greenhills Cinemas is the first ever cinema in the Philippines to show movies in Dolby Atmos.  Paolo Mendoza, Vice PResident of the Music Museum Group, Inc. and General Manager of Greenhills Cinemas commented "the experience is exciting and powerful - something that has never been experienced before in cinema viewing."

It also interesting to note that Dobly Atmos was given the coveted Technical Achievement Award for Post Production by the Cinema Audio Society.   It was great that GrabTechDude.com was also one of the few people who first experienced the extraordinary surround sound of the Dobly Atmos.  Seeing the movie Pacific Rim which is a science fiction monster filled film directed by Benicio del Toro fills the entire cinema with great sound and as if we were part of the movie itself.

If you want to know more about the Dolby Atmos and how it works check out the video below.

Dolby Atmos
Cinemas 6, 7 and 8
Greenhills Shopping Center
Greenhills, San Juan

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