Dolby announced recently the upcoming launch of an ambition project called Dolby Cinema, created as a direct competitor of IMAX.
The company’s giant screen format uses a technology called “Dolby Vision,” which it says boasts a contrast ratio that “far exceeds that of any other image technology on the market today.”
The first Dolby Cinema theaters will open in the Netherlands later this month.
Dolby plans to expand into the U.S. eventually, but has to hammer out agreements with theatre owners and Hollywood studios to cover part of the construction costs first. And, to make upcoming films “Dolby Vision” compatible.