6 September 2013
Hyderabad

Dolby Laboratories, Inc. (NYSE: DLB) today announced the arrival of its latest revolutionary audio technology, Dolby Atmos, in Hyderabad. Hyderabad’s Prasads Cinemas is the first cinema in the city to offer Dolby Atmos, a new audio platform that has revolutionized the experience of sound in entertainment. Dolby Atmos delivers a more natural and realistic soundfield, which transports people into the story with a lifelike, sensory experience.

Dolby Atmos has been installed in Screen 4 of Prasads Cinemas.

Thoofan, the highly anticipated Telugu version of Zanjeer that stars Ram Charan Teja and Priyanka Chopra, will be the first Telugu movie to be released with Dolby Atmos sound. The movie is directed by Apoorva Lakhia.

Commenting on the launch, Mr. Ramesh Prasad, Chairman, Prasad Media Corporation Pvt. Ltd. Cinemas said, "Prasads Cinemas is proud to be the first cinema chain in Hyderabad to introduce Dolby Atmos, the latest groundbreaking audio technology. Our endeavor has always been to elevate the cinematic experience for our audiences by bringing the best technologies to our set-up. Dolby has always been synonymous with great cinema sound, and we are really happy to announce this relationship."

Pankaj Kedia, Country Manager, Dolby Laboratories, said, “Dolby Atmos is one of our most significant innovations in recent years. It represents the future of cinema sound and reaffirms our unwavering commitment to advancing the cinema experience with groundbreaking new technologies.” Talking about the relationship, Kedia further commented, “We are very excited to work with Prasad Cinemas who are the first cinema chain to bring Dolby Atmos to Hyderabad. With Thoofan, the first Telugu movie to be released in Dolby Atmos, audiences will be able to experience a natural and lifelike audio experience in the theatre that puts the audience into the onscreen story.”

Moviegoers will be able to experience the cutting-edge Dolby Atmos auditory experience with Thoofan at Prasads.

About Dolby Atmos
Dolby Laboratories is equipping the cinema world with its new Dolby Atmos technology. Dolby Atmos unleashes the potential of sound in storytelling by providing sound experts the creative freedom to easily place or move specific sounds anywhere in the movie theatre, not just where there happen to be speakers. The result is what moviegoers have described as the most engaging and lifelike cinema sound experience ever.

Introduced in April 2012, Dolby Atmos has been embraced by all the major Hollywood studios, six Academy Award® winning directors, and 10 Academy Award winning sound mixers, among others. More than 200 Dolby Atmos screens have been installed or committed to in 27 countries with over 85 exhibitor partners. More than 60 films from nine different countries—representing a broad range of genres, from action thrillers and animated features to comedy and horror—have been or are scheduled to be released with Dolby Atmos sound since the first film debuted in June 2012. Dolby Atmos has received technical achievement awards from both the Hollywood Post Alliance and the Cinema Audio Society.

About Prasads
‘The Prasad Group has long been associated with entertainment through quality films which were box-office successes. These films left a lasting impact on the industry and on the minds of the people. Over the years, the focus has been to constantly innovate and diversify into several aspects of film making, manifested in various spheres, such as Prasad Productions, Prasad Film Laboratories, Prasad Video Digital, EFX and Prasad Media Corporation Pvt Limited, making inroads into the world of large-scale entertainment with our venture - 'Prasad- Entertainment Complete’, an integrated Family Entertainment Center in Hyderabad, a Part of the initiative of the Ministry of Tourism, Government of Andhra Pradesh.

About Dolby Laboratories
Dolby Laboratories (NYSE:DLB) is the global leader in technologies that are essential elements in the best entertainment experiences. Founded in 1965 and best known for high-quality audio and surround sound in environments from the cinema to the living room to mobile devices, Dolby creates innovations that enrich entertainment at the movies, at home, or on the go. For more information about Dolby Laboratories or Dolby technologies.