Sony Pixel Power calrec Sony

Qube Delivers Premium Immersive Audio Experience to Cinemas

14/12/2017

Qube Delivers Premium Immersive Audio Experience to Cinemas

Published on Friday, December 1, 2017

Published in Theatre World Magazine

Qube Cinemas Immersive Audio division has installed Dolby Atmos in more than 100 cinema screens across India. With their unmatched domain expertise and ability to innovate, Qube is delivering the ultimate immersive sound experience to cinemas in the country.

TheatreWorld tracks the journey of Qube Cinemas Immersive Audio division.

Watching a movie at the cinema should be a captivating experience, drawing the moviegoer into the story and immersing them in the picture and sound. The audience has been traditionally drawn to the cinema due to the large screen experience and the potential to share the thrill with an auditorium full of likeminded people.

The audio industry has been at the forefront of movie technology, striving to produce immersive audio - beginning with the introduction of stereo, 5.1 and 7.1 surround sound technologies. Immersive audio is a cutting edge technology that generates an audio soundscape that surround and immerses the listener in a complete and utterly convincing sonic experience.

Pioneers of Audio

Qube Cinemas Immersive Audio team has been quietly bringing about an immersive audio revolution in India and cinemas in the country are extending the large-screen picture with an enhanced immersive sound experience. While there was awareness of the importance of sound after the introduction of Dolby Digital in the mid 1990s, there was a dearth of professional system integrators who were well versed with the technology and focused on achieving the best results. Cinemas did not always play the sound the way the director or the sound engineer had intended. Qube Cinema brought a sea change in the digital cinema sound in India which helped it to move from mono to digital.

There were a number of companies that sold international brands in India, but without the requisite technical expertise. Qube initially did the design and installation of numerous audio recording and mix facilities in South India. Later, Qube began to undertake cinema projects outside India and have executed around 30+ cinema screens until now.

Qube designed and installed Asias first Dolby Atmos mix stage in Chennai. There was a need to meet certain standards specified by Dolby for Dolby Atmos and this required a team with the right technical knowledge and capability in the market. There was also demand from the creative audio community in achieving a higher level of standardization in movie sound in the theatre and Qube was successful in achieving this.

Qube found an ideal partner in Dolby and began to promote Dolby Atmos format in India in 2012. Sivaji 3D (Tamil) was the first Indian movie to release in the Dolby Atmos format. Qubes high level audio team began to use their expertise for the benefit of the cinema exhibition sector.

Affordable Cost Sets the Trend for Faster Adoption of Dolby Atmos by Cinemas

Initially the migration cost from 5.1 sound to Dolby Atmos was perceived as being high for cinemas and this was being seen as a challenge for faster adoption. It was then that Qube tried to make an affordable offering of Dolby Atmos available for the Indian market. The 16-channel option - which allows reuse of existing equipment with some additions such as the Dolby Atmos CP-850 cinema processor - reduced the investment burden for theatres, and also provided the flexibility to upgrade to a full Dolby Atmos installation later. This was branded as Dolby Surround 16. This stirred the market and resulted in demand for Dolby Atmos even in smaller towns. Kerala, which is a relatively small regional cinema market, today has more than 40 installations of Dolby Atmos! This is a testimony to the popularity and acceptance of Dolby Atmos sound format amongst exhibitors.

Qube represents several leading brands like QSC, Pulz and Dolby. With their vast experience in cinema projection and sound, the Qube Immersive Audio team also offers consultancy services for setting up cinemas from scratch.

South Exhibitors First To Adopt Dolby Atmos

Given the popularity of cinema in the region, the exhibitors from South India were one of the firsts to adopt Dolby Atmos which shows their commitment to providing an unprecedented experience to their moviegoers. TheatreWorld highlights four cinema screens in South India which have been set up with Dolby Atmos by the Qube Immersive Audio team.

Melody Cinema - Vizag

Melody Cinema in Vizag is equipped with Dolby Atmos and has a 54 audio channels installed by the Qube Immersive Audio team. They also have deployed QSC SC443, 3 ways screen channel loudspeaker along with 6 QSC SB7218 dual cinema subwoofers with 48 SR series cinema surround speakers and DPA Digital signal processing amplifiers. Melody has one of the biggest screens in South India - 1660 sq. feet, longest seating arrangement in stadium style seating - 135 feet and one of the first to install studio spec baffle wall and is also equipped with Barco 4K projection system.

At Melody, we strive to provide our customers with the best cinematic experience as they watch their favorite heroes and characters on the big screen. To this end, our main priority throughout our recent theatre renovation was making sure we designed a space where moviegoers would enjoy their audiovisual experience with enhanced state-of-the-art technology, says Dr Lakshmana Rao Atluri, owner of Melody Cinema.

Of course, this meant improving the overall infrastructure and ensuring customer satisfaction and comfort with better seats and upgraded air conditioning. We wanted to offer the best in sound and visual quality as they are critical to maximize the impact of the movie and the two companies that we felt best aligned with our personal philosophy of providing a high quality movie experience were Qube and Dolby
LINK: https://www.qubecinema.com/news/qube-delivers-premium-immersive-audio-...
See more stories from qube

North America Stories

28/03/2024

Sinclair Selects Embrace as Its Media Orchestration Engine

PARIS Embrace, a developer of advanced automation and orchestration software solutions, has announced that Sinclair Broadcast Group has selected Embrace's P...

28/03/2024

Nielsen and Circle City Broadcasting Renew Local TV Measurement Deal

NEW YORK Nielsen has a multi-year renewal with Circle City Broadcasting, Indianas only locally owned and operated broadcast and digital news media network, for ...

28/03/2024

JVC to Demo Its First Ever 40x Zoom PTZ Camera Series at 2024 NAB Show

LAS VEGAS JVC Professional Video has announced that it will debut its new KY-PZ540 Series PTZ Cameras with 40x zoom at 2024 NAB Show (Booth C4720)....

28/03/2024

Brightcove Launches Cloud Playout 2.0

BOSTON Brightcove has announced the launch of Cloud Playout 2.0, a platform that the company said will offer customers new ways to create linear channels, monet...

28/03/2024

NBC Sports Chicago to Air First-Ever Animated Real-Time Local Sports Telecast

The Chicago Blackhawks and NBC Sports Chicago have announced a collaboration with the NHL to bring fans the first-ever local animated real-time sports telecast....

28/03/2024

The Best News Coverage is Real, Live, Balanced, Professional

The Best News Coverage is Real, Live, Balanced, Professional Andy Marken March 28, 2024 0 Comments Hero image source News of the World, Perfect Wo...

27/03/2024

Inside the Archives: It's Lights, Curtains, Action When Sundance Films Become Stage Productions

By Jen Scott It's time to unwrap those noisy candies and put your phone on ...

27/03/2024

Sencore and Showfer Announce Collaboration at NAB 2024, With a Brand-New Content Management and Distribution Solution

Las Vegas, NV, April 14-17, Booth W2401 Sencore, a leading provider of profess...

27/03/2024

I Am L3Harris - Sam Bonelli

I'm proud to be a woman in aerospace making an impact on our world and among my peers, team and future generations of women in STEM....

27/03/2024

Bitmovin to Show Live Encoder Running on Akamai Cloud at NAB Show

DENVER Bitmovin has launched its Live Encoder running on the Akamai Cloud Computing, optimizing live streaming and reducing total streaming costs by up to 90%, ...

27/03/2024

Hulu Launches on Disney+

BURBANK, Calif. The Walt Disney Company has officially launched Hulu on Disney+ in the U.S. in a move that brings together the extensive Disney+ and Hulu librar...

27/03/2024

WJLA Studio A Revamp Features Brightline Lighting

WASHINGTON D.C. WJLA, Sinclair Broadcast Group's flagship TV station in the nation's capital, has revamped its Studio A news studio with lighting soluti...

27/03/2024

NCAA: March Madness Sees Strong Audience Growth

The NCAA has released figures showing that the NCAA Division I Men's Basketball Championship and the Division 1 Women's Basketball Championship both saw...

27/03/2024

Mediahaus GmbH Brings SRT Live Streaming to the Mountain Attack with 5G and URSA Broadcast G2

Mediahaus GmbH Brings SRT Live Streaming to the Mountain Attack with 5G and URSA...

27/03/2024

Instant Latte: NVIDIA Gen AI Research Brews 3D Shapes in Under a Second

Instant Latte: NVIDIA Gen AI Research Brews 3D Shapes in Under a Second Isha Salian March 27, 2024 0 Comments The LATTE3D model rapidly transforms tex...

27/03/2024

NAB Show Exhibitor Insight Matrox Video

TV TECH: What do you anticipate will be the most significant technology trends at the 2024 NAB Show? TVT: What will be your most important product news? TVT: Ho...

27/03/2024

CueScript Poised to Transform the Prompting Experience wi...

CueScript, the leading developer of professional teleprompting solutions, is poised to transform the prompting experience with a line-up comprised of world firs...

27/03/2024

BeckTV to Focus on Systems Integration for Sports Venues...

Visit Beck TV at 2024 NAB Show at Booth C4035 BeckTV, a premier systems integrator for the broadcast media industry, will showcase its facility design, enginee...

27/03/2024

Arkona to Introduce BLADE master Control and Orchestratio...

arkona technologies GmbH, provider of IP core infrastructure solutions for top-tier broadcast productions, is cutting through the complexity of live production ...

27/03/2024

KRK Launches ROKIT Generation Five Studio Monitors

As the unwavering cornerstone of professional audio monitoring for over three decades, KRK earned its reputation through a rich history of innovation and precis...

27/03/2024

Join Maxon for NAB 2024

Maxon, developers of professional software solutions for editors, filmmakers, motion designers, visual effects artists, and creators of all types, is excited to...

27/03/2024

OpenDrives Reinvents Media Industry Infrastructure Invest...

OpenDrives, Inc., the global provider of software-defined media workflow solutions and data management capabilities, will unveil its new Atlas platform and busi...

27/03/2024

Pixotope NAB 2024 Virtual Production Showcase Shapes the...

Pixotope, the leading software platform for end-to-end real-time virtual production solutions, is ushering in a new era of immersive storytelling at NAB 2024. A...

27/03/2024

Dolby Atmos-enabled CMP Studio Tackles Immersive Mixing W...

Like many in the industry, Multi-platinum, Award-winning Producer, Engineer, Mixer, Songwriter and Musician Clint Murphy's latest work has been consumed by ...

27/03/2024

Ateliere Creative Technologies Unveils the Future of Medi...

Ateliere Locations: AWS Partner Village W1343 F, W1343 S and Fontainebleau Hotel Contact: Arianna Ruvalcaba, Arianna.Ruvalcaba@ateliere.com Century City, Cal...

27/03/2024

Imagine Enables Unified Control of Hybrid On-prem and Clo...

At the 2024 NAB Show (April 14-17, Las Vegas Convention Center, booth W2467), Imagine Communications is making it easier for media companies to efficiently oper...

27/03/2024

LG Studio Series DVLED Displays Make Virtual Production A...

LG Business Solutions USA, a leading innovator of cutting-edge display technologies, has introduced LG Studio Series DVLED, a new family of advanced giant-scree...

27/03/2024

ZTransform Appoints Bob Hawkanson as SVP of Sales for Nor...

Systems and solutions provider continues team expansion and accelerates nation-wide growth strategy ZTransform, a leading technology systems and solutions pro...

27/03/2024

Appear Showcases Groundbreaking Live Production Technolog...

Appear, the global leader in live production technology, will demonstrate its innovative solutions for contribution, remote production and distribution at NAB S...

27/03/2024

Grass Valley expands PHABRIX T and M inventory with QxP p...

Test & measurement innovator, PHABRIX, has announced that Grass Valley has expanded its already-extensive inventory of PHABRIX test & measurement (T&M) equipmen...

27/03/2024

Arrow Media Targets High-Efficiency Story-Telling with Li...

Arrow Media, an award-winning producer of documentary, factual and non-scripted content, creates high quality programming covering a wide range of subjects. Est...

27/03/2024

Planetcast Expands OTT Solutions with Acquisition of Switch Media

SYDNEY & DELHI Planetcast Media Services, a leading media technology services provider in India and Southeast Asia, has acquired one of its key partners, Switch...

27/03/2024

Sony Pictures Expands its FAST Business

Sony Pictures Entertainment (SPE) has announced plans to launch its portfolio of free, ad-supported streaming television (FAST) channels on LG Channels, Samsung...

27/03/2024

NFL Announces Two Exclusive Streaming Games for 2024 Season

More NFL games will be moving exclusively to streaming in the upcoming 2024 season, with the NFL announcing that both Peacock and Prime Video will have exclusiv...

27/03/2024

Adobe Announces Generative AI Solutions for Content Supply Chain

LAS VEGAS As part of the Adobe Summit, Adobe has announced a number of major product developments that will help companies optimize their entire content supply ...

27/03/2024

Peakto Search, the plugin for Lightroom, which instantly retrieves any photo or video across multiple catalogues

Peakto Search, the plugin for Lightroom, which instantly retrieves any photo or ...

27/03/2024

Nevion announces 100G add-on to its Virtuoso media node

Nevion announces 100G add-on to its Virtuoso media node Brie Clayton March 26, 2024 0 Comments The high-density Virtuoso UplinX can aggregate IP strea...

27/03/2024

Limecraft Highlights Media Intelligence and Real-Time Collaboration for NAB Show 2024

Limecraft Highlights Media Intelligence and Real-Time Collaboration for NAB Show...

27/03/2024

AbelCine Presents Online DaVinci Resolve Courses with Warren Eagles of the International Colorist Academy

AbelCine Presents Online DaVinci Resolve Courses with Warren Eagles of the Inter...

27/03/2024

15 Latin Artists Who Became Musical Idols

15 Latin Artists Who Became Musical Idols Listen to iconic Latin musicians across genres in this playlist and read about how they've influenced Berklee st...

27/03/2024

Software Developers Launch OpenUSD and Generative AI-Powered Product Configurators Built on NVIDIA Omniverse

From designing dream cars to customizing clothing, 3D product configurators are ...

27/03/2024

TRIBECA X ANNOUNCES 2024 HEADLINE SPEAKERS: JON BON JOVI & JESSE BONGIOVI, JENNA LYONS, AND CHRISTY TURLINGTON BURNS

TRIBECA X ANNOUNCES 2024 HEADLINE SPEAKERS: JON BON JOVI & JESSE BONGIOVI, JENNA...

27/03/2024

Netflix Celebrates Indonesia's National Film Day with a Pledge of Support for Local Cinema

Back to All News Netflix Celebrates Indonesia's National Film Day with a Pl...

27/03/2024

NVIDIA Hopper Leaps Ahead in Generative AI at MLPerf

It's official: NVIDIA delivered the world's fastest platform in industry-standard tests for inference on generative AI. In the latest MLPerf benchmarks...

27/03/2024

Viome's Guru Banavar Discusses AI for Personalized Health

In the latest episode of NVIDIA's AI Podcast, Viome Chief Technology Officer Guru Banavar spoke with host Noah Kravitz about how AI and RNA sequencing are r...

27/03/2024

Unlocking Peak Generations: TensorRT Accelerates AI on RTX PCs and Workstations

Editor's note: This post is part of the AI Decoded series, which demystifies AI by making the technology more accessible, and which showcases new hardware, ...

26/03/2024

Apantac and Utah Scientific Will Highlight Multiviewer and Router Integration at 2024 NAB Show

Apantac and Utah Scientific Will Highlight Multiviewer and Router Integration at...

26/03/2024

CHOOSE CHICAGO, CITY OF CHICAGO ANNOUNCE SUNDANCE INSTITUTE X CHICAGO 2024 COMING THIS SUMMER

New event championing creative independence will feature three days of screening...

26/03/2024

Superior Stability: WESCAM MX-Series EO/IR Systems Designed for Land Missions

The WESCAM MX -GCS EO/IR Independent Stabilized Sighting Systems - ideal for gunner sight, commander sight and situational awareness missions....

26/03/2024

Mediacom Launches Xumo Stream Box

MEDIACOM PARK, N.Y. Mediacom Communications is now making the Xumo Stream Box available to its Xtream Internet customers at no additional monthly cost....