IMAX and DTS Launch IMAX Enhanced for the Home

Fancy IMAX at home? Both IMAX and DTS have just announced the launch of the ‘IMAX Enhanced’ program for residential AV. The certification and licensing program will combine consumer electronics products with IMAX digitally re-mastered 4K HDR content and DTS audio technologies to offer consumers ‘a new level of quality’ in immersive presentation at home.

The launch partners include Sony Electronics, Sony Pictures, Paramount Pictures, and Sound United (parent company to Denon and Marantz). CEDIA Expo also sees the announcement this week of IMAX Enhanced-ready receivers and preamps from Denon and Marantz, and we’ll cover this news in more depth. Meanwhile, IMAX and DTS say they have developed the program to make it easier for consumers to select products and content that will deliver high-quality, sharp 4K HDR images and immersive sound at home. The companies are designing an IMAX Mode for the enhanced devices that will be optimized to play digitally re-mastered content ‘as the filmmaker intended’ in the home.

Consumers will be able to access content from Hollywood studios as well as certain IMAX documentaries through its IMAX Home Entertainment division. The company will also work with its global studio and other content partners to make available a stream of enhanced versions of blockbuster movies and additional programming.

“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 L. Gelfond. “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. “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.”

According to the two companies, to be accepted into the program, consumer electronics manufacturers will design top-of-the-line 4K HDR televisions, A/V receivers, sound systems and other home theater equipment to meet a prescribed set of audio and video performance standards, set by a certification committee of IMAX and DTS engineers and Hollywood technical specialists.

The program will use the latest proprietary post-production process developed by IMAX to digitally re-master content to produce ‘more vibrant colors, greater contrast and sharper clarity.’ The companies will also partner with award-winning Hollywood sound mixers to use a special variant of its DTS:X codec technology integrated in home audio equipment to deliver the ‘signature’ IMAX sound experience.

The IMAX Enhanced program will launch beginning this fall. For more information about the IMAX Enhanced program, please visit www.IMAXenhanced.com.

Published by

Martin Dew

editor

12 Comments

  1. I really don’t understand what this is about, beyond the desire for Imax to collect licensing fees to certify standards.

    Clearer 4K images ?? Are they suggesting the studios are not maxing out their transfers currently ?

    More vibrant colours than HDR and Dolby Vision currently provide (if needed?)

    Signature Imax sound that has been overtaken by Dolby Atmos for all intents and purposes ?

    It all sounds like the home video version of the amplifier that goes to 11.

  2. I agree with Bob — other than IMAX tacking their name on something to generate more income for them, I'm not sure what the point of this is.

    No home system would ever be as large as one of the genuine IMAX screens, so even if something were mastered to heir standards, it would probably be hard to tell the difference between that and something that was well-authored but non-IMAX certified on the same format.

    And I'll echo Tony in saying welcome, Chris!

  3. Jake Lipson

    I agree with Bob — other than IMAX tacking their name on something to generate more income for them, I'm not sure what the point of this is.

    No home system would ever be as large as one of the genuine IMAX screens, so even if something were mastered to heir standards, it would probably be hard to tell the difference between that and something that was well-authored but non-IMAX certified on the same format.

    I think IMAX lending their name to this (as well as the newer smaller IMAX theaters in multiplexes that are a fraction of the size of the enormous ones they used to focus on primarily in museums) dilute and devalue their brand. But the fake ones have certainly boosted their bottom line, which is why they do it anyway.

    And I'll echo Tony in saying welcome, Chris!

    We had just moved into our current area. The Hobbit had just come out. We went to the closest cineplex and paid for IMAX 3D. Went inside to a screen slightly smaller than my current HT. I asked the usher and was told it was IMAX process. They lost all their future bottom line with me that day. I wonder how many still pay for LIMAX.

    Next sound system will be Atmos thank you.

  4. Am waiting for my Marantz SR-8012 that is supposed to get a firmware update for IMAX enhanced so I will see if it is worth it or not. Will also see if it fizzles out like Auro 3D seems to be doing. The question is will there be any movies released to take advantage of it or not? I am also looking at a Sony OLED that is supposed to get the update as well. Only time will tell if this updated feature is worth they hype or not.

Leave a Reply