For decades, IMAX has been the name most associated with giant movie theater screens accompanied by booming sound systems that can add a few dollars to a regular movie ticket. There are already some alternatives, like Dolby Cinema and Sony Digital Cinema, but now another of the bigger names in movie theater technology has jumped into the premium large format (or PLF) fray.
THX, which provides quality assurance for audio and video technology, announced on Thursday that it will debut its "THX Ultimate Cinema" experience in Los Angeles later this year. THX Ultimate Cinema is an IMAX competitor made in partnership with Cinionic, a brand that sells "innovative solutions" to movie theaters. Read more...
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