DTS 'IMAX Enhanced' Partnership Spells Huge Opportunity for Integrators
DTS is doing a lot of the heavy lifting with their new 'IMAX Enhanced' program, a method to leverage the IMAX reputation while delivering bleeding-edge features.
Just in time for CEDIA Expo 2018, the partnership is one of the more lucrative for both companies involved. For IMAX, their brand is now published alongside some of the most renowned integrators across the globe. It quickly dispels any ambiguity between which resolution, format, or bitrate produce the best presentation - as the IMAX name is synonyms with high-end performance. Global partners such as Sony Electronics, Sony Pictures, Paramount Pictures, and Sound United – parent company to Denon and Marantz – have already joined the program at launch.
And those partners are key. IMAX CEO Richard L. Gelfond notes that integrators will be able to leverage both those partners and technologies through the partnership to quickly build a reputation for the IMAX Enhanced program.
“While the IMAX theatrical experience continues to be the gold standard in blockbuster movie-going, today we are launching an exciting new program that applies components of IMAX’s and DTS’ technology and expertise to deliver consumers a level of quality never before experienced at home,” said Gelfond. “This is a natural extension of our core business in experiential entertainment."
The program will use the newest, proprietary post-production process developed by IMAX to digitally re-master content to produce more vibrant colors, greater contrast, and sharper clarity. The companies will also partner with award-winning Hollywood sound mixers to use a special variant of its DTS:X codec technology integrated into home audio equipment to deliver an IMAX signature sound experience.
For integrators, the opportunity is even larger. The new certification and licensing program will enable IMAX quality 4K HDR content and DTS audio capabilities to be shown as the director originally intended. That means IMAX Mode is able to optimize and re-master content to showcase new resolutions and additional audio.
Manufacturers must also be accepted into the program, achieving a certain level of criteria to ensure each IMAX Enhanced theater stays consistent. That means 4K HDR televisions, A/V receivers, sound systems, and other home theatre equipment must "meet a carefully prescribed set of the highest audio and video performance standards, set by a certification committee of IMAX and DTS engineers and Hollywood’s leading technical specialists."
“DTS has a rich history in delivering premium entertainment experiences to the theater and at home, and the IMAX Enhanced program is an exciting opportunity to stay at the forefront of home entertainment,” said Xperi CEO Jon Kirchner. “Through the combined engineering and licensing efforts of the DTS and IMAX teams, as well as support from a number of the world’s leading device and content partners, the IMAX Enhanced program will bring a completely new, enhanced experience to the home while also supporting the continued penetration of DTS decoders, bringing premium sound to consumers’ devices.”