MUMBAI: Multiplex operator PVR is planning to install Dolby Atmos in 50 of its cinema screens across the country over the next two years. 

When completed, this will be one of the largest rollouts of Dolby Atmos screens by any multiplex chain in India until now.

The deal encompasses properties across India and has a huge catchment across geographies vis-?-vis North, South, East, and West. PVR plans to install Dolby Atmos in significant properties, including PVR Sangam (Delhi), PVR Market City (Bangalore), Lulu Mall (Kochi), Ambience Mall (Gurgaon), PVR Phoenix (Mumbai), amongst others.

As of now PVR's two existing properties are equipped with Dolby Atmos technology.

"At PVR, we believe in bringing the most revolutionary and state-of-the-art technologies to its patrons to deliver the highest-quality movie experience. Our collaboration with Dolby goes a long way. Dolby is amongst one of the most celebrated brands in the market for premium sound quality, and it perfectly fits with PVR’s mission to offer its audience the ultimate in moviegoing experiences. Feeling extremely optimistic about the association, we together as brands will go an extra mile to woo our audience," said PVR chairman and managing director Ajay Bijli. 

PVR joint managing director Sanjeev Kumar Bijli added, "I believe Dolby Atmos is indeed the best sound technology available in the market. For our brand, PVR, we want nothing but the best. We want to make movie watching a real-time experience for our patrons. And with the premium sound technology that Dolby Atmos offers, we are very confident about the results."

Dolby Laboratories chief marketing officer and senior vice president Bob Borchers said, "Dolby looks forward to working with PVR to bring the Dolby Atmos experience to many more moviegoers in India. With Dolby Atmos, the audience is no longer just watching a movie; they are experiencing it. We are confident that moviegoers will go back again and again for the extraordinary experience that only Dolby Atmos can deliver."