Bucharest shopping center upgrades cinema hall with Dolby Atmos audio for EUR 200,000

Movie lovers in Bucharest can test the Dolby Atmos audio system for the first time, as a shopping center in the Romanian capital joined the yet small group of places around the world which equipped their cinemas with this new technology. Baneasa Developments, which owns and runs the Grand Cinema & More cinema at the Baneasa Shopping City mall in Northern Bucharest has invested over EUR 200,000 in installing the Dolby Atmos audio technology. It installed the new technology, launched in 2012 and available in only 2,000 cinemas worldwide, in the Grand Ultra hall at the Grand Cinema & More. The system includes 52 loudspeakers: a row of loudspeakers on each of the lateral walls, and two on the ceiling, plus a Dolby Atmos sound processor. The new system allows sound to ‘flow’ around, as it can simultaneously play 128 independent audio objects. John Younis, Entertainment Business Unit General Manager, believes the Ultra Hall will become a favorite among moviegoers. Movies such as Insurgent, Avengers: Age of Ultron, Pixar’s Inside Out, Terminator: Genesys, and Mission Impossible 6 will be available to watch and experience with the new audio system. Grand Cinema & More, on some 14,000 sqm, has a 2,600-seat capacity and features 12 screens. editor@romania-insider.com (photo source: Dolby)