It’s been close to five months since India’s second Dolby Cinema was launched in Bengaluru. The city wears its love for cinema proudly, and the arrival of the high-tech premium theatre has spurred conversations around immersive film-viewing experience.

The historic Kapali theatre in Gandhinagar has been transformed into a 9-screen luxury multiplex by Telugu superstar Mahesh Babu’s AMB Cinemas. The highlight of the newly launched venture is the Dolby Cinema (Screen 6). Even as OTT platforms continue to threaten theatre footfalls, Sameer Seth, Marketing Director, Dolby, India, says he is happy with the response so far from Bengaluru film goers.

“Bengaluru’s audiences have the appetite for this type of format. They appreciate quality theatrical experiences and come back for it.”

The city has witnessed the evolution of cinema technology, from multiplexes to 3D to IMAX screens to 4DX to Onyx Cinema (with an LED display). Dolby Cinema, the latest addition to the list of high-end formats, is special for the totality of the experience it provides, points out Sameer.

“Dolby Cinema is the convergence of three pillars: Dolby Vision, Dolby Atmos, and the signature Dolby Cinema design,” he explains. “Dolby Vision, delivered through a dual 6-primary laser projection system, can achieve brightness levels of up to 108 nits, a contrast ratio of a million to one. It’s 500 times what you’d see on a conventional screen, and three times the colour volume. It is paired with studio-quality Dolby Atmos, with sound placed and moved in a full 360-degree soundscape including overhead channels, and a purpose-engineered environment where every seat offers the best seat in the house.”

Though an unfair comparison, film buffs are discussing the differences between IMAX and Dolby Cinema technologies, trying to determine which is the best option, especially for spectacle films.

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Amogh Ravindra, a budding filmmaker, says he prefers IMAX. “I have travelled across the world and seen IMAX screens that are curved and larger than the ones we have in India. India doesn’t have a true IMAX screen yet. Despite that, I prefer watching big-ticket movies at IMAX because it provides a ‘stadium effect’. The experience is immersive,” he says.

“The particular aspect ratio of a film isn’t calibrated on the Dolby Cinema screen at AMB Cinemas. When I watched Michael, I could see black bands on the screen,” he notes. “That said, soundwise, Dolby Cinema is the gold standard. Even the colours look richer on the screen,” he adds.

Parth Chaturvedi, product manager and cinephile, delves into the picture quality offered by Dolby Cinema. “The screen at Dolby Cinema feels lifelike. The picture quality, contrast, colours, black levels, and sound design are top-notch,” he explains. “Horror movies, thrillers, and neo-noir movies benefit from Dolby Cinema because the technology preserves shadow details and contrast much more accurately than a screen in a standard theatre.”

Chaturvedi feels there are still areas for improvement in the auditorium’s design. “I feel the middle aisle in the seating layout compromises the perfect centre viewing position. He also wishes AMB Cinemas would prioritise “Dolby Cinema-graded international films that truly showcase Dolby Vision and Dolby Atmos capabilities instead of relying heavily on regular local releases.”

Apart from raising awareness about Dolby Cinema technology through online promotions, AMB Cinemas also faces the challenge of attracting a consistent crowd to its complex. Once called the “Broadway of cinema”, the Majestic area is a pale shadow of its glorious past. It has faded away as the hub of films for different reasons, as only seven single screens remain from a whopping 22 at one point.

Ramesh Arunachalam, programming manager at AMB Cinemas, is up for the challenge of drawing in large crowds to the theatre complex. “We are trying to entice the catchment crowd. The significant number of Marathis in Majestic has resulted in several Marathi movies doing well at AMB Cinemas. The Marathi version of Riteish Deshmukh’s Raja Shivaji did extremely well at the box office. We are providing good slots of popular Marathi movies.

“It’s all about quality content. Traditionally, Kannada and Telugu movies have fared well in the area, and they continue to do so. Malayalam movies never had a presence in Majestic. However, at AMB Cinemas, Drishyam3 is enjoying a strong run.” Ramesh added that big-ticket masala mainstream movies have performed well at AMB Cinemas. “Dhurandhar: The Revenge collected ₹1 crore. Karuppu, Project Hail Mary, and Michael enjoyed long runs at AMB. People want to enjoy commercial films with luxury, and we provide that.”

The rise of streaming platforms and the availability of multiplexes in almost every notable area of the city could keep the film-watching crowd away from Majestic, posing a hurdle for AMB Cinemas. “In this day and age, it’s tough for a theatre to sustain in that area,” says a single-screen owner in condition of anonymity. “That said, AMB Cinemas is an experienced firm, and it will find ways to thrive in the market.”

Arunchalam says that AMB Cinemas is eyeing more branches in Bengaluru in the coming years. Only time will tell if the venture finds success amid the uncertainty of the film industry.