Dolby Is Set to Give IMAX a Run For Its Money Starting With New Theatres in Holland

Dolby has announced the upcoming launch of “Dolby Vision,” a technology it has been working on for several years in hopes of dethroning IMAX. Dolby claim that its technology’s “contrast ratio far exceeds that of any other image technology on the market today.” That’s quite a bold statement but we’ll just have to wait and see exactly how good the technology is when the first outlet opens in the Netherlands this month. The sound technology manufacturer eventually plans to open venues in the United States but the company executives are still busy negotiating with theatre owners and Hollywood studios to cover part of the construction costs, and to make upcoming films “Dolby Vision” compatible as well. There is still a long way to go till Dolby can confidently give IMAX a run for it money, but it will be intriguing to see the reviews from movie-goers in the Netherlands as the opportunities become available.