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Dolby to launch its own IMAX

December 7, 2014, 03:18 PM

While traditionally known as an audio company, Dolby has just announced its own large screen movie projection format to rival IMAX. Dubbed "Dolby Cinema," the movie-going experience will of course feature the company's sound technologies, but paired with "Dolby Vision" (not too creative with names, are they?), to show a HDR (high dynamic range) video with unmatched visuals.

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