IMAX and audio company DTS are partnering to launch IMAX Enhanced, a new certification and licensing program for consumer electronics products and content.
The program will deal in IMAX digitally remastered 4K HDR content and DTS audio technologies for home entertainment. IMAX said its proprietary postproduction process to digitally remaster content can produce more vibrant colors, greater contrast and sharper clarity. The program will also use a special variant of the DTS:X codec technology for an improved home audio sound experience.
The companies are designing an IMAX Mode for enhanced devices that will optimize to play digitally remastered content.
Partners in the program at launch include Sony Electronics, Sony Pictures, Paramount Pictures and Sound United—parent company to Denon and Marantz.
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“While the IMAX theatrical experience continues to be the gold standard in blockbuster movie-going, today we are launching an exciting new program that applies components of IMAX’s and DTS’ technology and expertise to deliver consumers a level of quality never before experienced at home,” said IMAX CEO Richard Gelfond in a statement.
“This is a natural extension of our core business in experiential entertainment. By partnering with a well-established consumer electronics licensing leader, we can leverage both our brand and key technology innovations through DTS’ global licensing platform, without having to make the direct investments often necessary to build a new revenue stream. DTS will build that new business and we will share in the benefits from the program. We’re encouraged by the strong interest from our launch partner companies and look forward to working with DTS to grow the program further over time.”
“DTS has a rich history in delivering premium entertainment experiences to the theater and at home, and the IMAX Enhanced program is an exciting opportunity to stay at the forefront of home entertainment,” said Xperi CEO Jon Kirchner in a statement. “Through the combined engineering and licensing efforts of the DTS and IMAX teams, as well as support from a number of the world’s leading device and content partners, the IMAX Enhanced program will bring a completely new, enhanced experience to the home while also supporting the continued penetration of DTS decoders, bringing premium sound to consumers’ devices.”