Moviegoers will no longer have to suffer low-fidelity ‘muzak’ while taking their seats; 5.1 Entertainment, Dolby Laboratories and Warner Music in association with the Century Cinema chain will today introduce DVD-Audio surround music to the motion picture masses and no less than 400 Century Cinema screens will be equipped with DVD-Audio by the end of the year.
A specially created ‘pre-feature’ DVD-Audio programme, featuring the likes of Barenaked Ladies, Buena Vista Social Club, Eric Clapton, The Corrs and Dishwalla will make its debut immediately before the May 16th premiere of ‘Star Wars Episode II: Attack of the Clones’ at the Century Cinema in Corte Madera, California.
A series of nationwide DVD-Audio installations at Century Cinemas will follow, the purpose of which is to transform pre-movie music programmes into surround music showcases and introduce DVD-Audio multi-channel music to a wider audience. Century Theatres currently operates 850 screens in 11 states, with another 400 screens in development.
Nancy Klasky, VP of Marketing for Century Theatres: “This innovative effort to bring multi-channel music to pre-show programs is consistent with our goal of offering audiences the best and most advanced theatrical experience available from the moment they enter our theatres.”
Paul Vidich, Executive Vice President, Strategic Planning and Business Development for Warner Music Group: “DVD-A is the most significant audio format to have been introduced since the CD was launched 20 years ago. We are pleased to be joining with Century Theatres, Dolby, and 5.1 Entertainment, and are confident that exposure to DVD-A surround music in Century’s movie theatres will boost demand for the format in homes.”
John Kellogg, General Manager of Multi-channel Audio and Music at Dolby Laboratories: “You have to hear true, discrete surround sound music to get it. So we said, let’s have more people hear it. DVD-Audio can replicate the surround music experience that it delivers in theatres, and we think once movie audiences hear DVD-Audio, they’ll want to bring it home.”
Jeff Dean, Senior VP, Sales and Marketing, for the 5.1 Entertainment Group: “The dramatic rise in home theatre sales has shown that consumers place a high value on the surround sound experience that they have become accustomed to in theatres. I believe that consumers will be even more excited when they realize that DVD-Audio discs provide a dynamic new music listening experience in the same home theatre environment. Once you’ve heard DVD-Audio, you’ll never be satisfied with compact discs again.”