Dolby Laboratories, Inc. and Balaji Motion Pictures announced that Balaji will release a few of their films in Dolby Atmos starting with their upcoming project Azhar (Mohammed Azharuddin’s biopic).
Dolby and Balaji have had a close working relationship since Balaji’s television days and they now plan to take their collaboration further. Pankaj Kedia, Sr. Regional Director, India, South East Asia, ANZ, Dolby Laboratories, says, “We have been working with many production houses on the content side with Dolby Digital in the past and now with Dolby Atmos. Since Balaji was thinking of creating one of their films in the Dolby Atmos format, we took the talks further and Balaji agreed to make a larger commitment to the format, doing multiple titles with Atmos.”
The Atmos experience helps the story by enhancing the sound-effect, enabling film-makers to place and move the sound anywhere in the theater while keeping the creativity intact. Earlier production houses used to take decisions on the Atmos format based on the film, but this is the first time a company has decided to create multiple titles. This comes as a great relief to exhibitors who are trying to, or thinking of upgrading their cinemas to Atmos as more films are taking to the format. Currently there are only 50 screens with Dolby Atmos and 50 more are being launched by the middle of the year in India. But, Balaji will only work on the content side and not on setting up of Atmos cinemas.
For the present, the production house will be creating three titles in the format, but with the structure of the deal, multiple titles may be created in the future. Azhar which stars Emraan Hashmi in the lead is set to release later in the year, while the other two films will be announced later. Balaji also has films such as Kya Kool Hai Hum 3, Half Girlfriend and Suspect X are also lined up to release in 2015.