Movie sound innovation at new Greenhills Cinemas

MANILA, Philippines - The most revolutionary cinema sound experience yet is coming to the Philippines. And it will be experienced first at the new cinemas opening soon at the Greenhills Promenade in San Juan City.

Set to open this month, the new Promenade Cinemas 6, 7 and 8 will be equipped with state-of-the-art Dolby Atmos Surround Sound Technology which allows moviegoers to “hear the whole picture” — as if they are in the middle of the action going on in the screen.

Greenhills Cinemas was given the right to debut Dolby Atmos in the Philippines by Dolby through its Southeast Asian distributor, the Golden Duck Group, Thailand’s primary cinema equipment and services company. The Dolby Atmos system is the world-class standard of cinema sound.

Speakers are located all around the theater, not just in front and at the sides, explains Paolo Mendoza, VP of the Music Museum Group, Inc. and GM of Greenhills Cinemas. “With Dolby Atmos, you are able to move sounds anywhere in the theater. The result is an exciting, powerful environment never experienced before in cinema viewing,” Mendoza says.

Director Peter Jackson calls Dolby Atmos “the completely immersive sound experience that filmmakers like myself have long dreamed about.”

“It’s more 3D than 3D images,” says Mark Andrews, director of Pixar’s Brave, where the sound of arrows whizzing by your ear, horses galloping away and bears stomping the forest places the viewer right in the middle of the action. After all, “sound is 50 percent of the movie-going experience,” said George Lucas. It will change the way you see and hear movies.

Introduced in April 2012, Dolby Atmos has been welcomed by major studios, award-winning directors and sound teams, including leading exhibitors worldwide. More than 40 films around the world have been released or are scheduled to be released with Dolby Atmos sound. The Cinema Audio Society gave Dolby Atmos its coveted Technical Achievement Award for Post Production in 2013.

Local moviegoers will experience Dolby Atmos for the first time with the showing of Pacific Rim, the science fiction monster film directed by Benicio del Toro at the new Promenade Cinemas this month.

For details, go to www.musicmuseum.com.ph.