THX has certified sound systems in theaters for a very long time and certified HDR TVs as well. Now, they are extending this expertise in image technology to theaters to offer a new program to certify the “THX Ultimate Cinema.”
The idea is to fill a need for branded PLF screens – i.e. a way for exhibitors to offer an alternative to an IMax or Dolby Vision cinema. THX told us that many IMax contracts are expiring soon and other third party PLF solutions vary widely in quality. This creates an opportunity for THX to specify and certify all aspects of the PLF theater to offer a high-quality and consistent cinematic experience.
THX Ultimate Cinema will feature a dual laser projector configuration which integrates image optimization technology to deliver a 4K resolution image with increased brightness, contrast, clarity and rich colors. THX Ultimate Cinema will also be equipped with immersive multi-dimensional sound systems, ensuring that movies remastered for this premium cinema experience truly represent the filmmakers intent and can come alive for audiences in the auditorium.
The design of the cinema will be based on THX Certified Cinema standards. THX works with the exhibitor, project architects, acoustical consultants, and equipment installers to create a unique design package with architectural and technical recommendations that address the audio and visual fidelity for each auditorium to ensure a superior cinematic experience.
To offer exhibitors more flexibility in a PLF solution, THX partners with “best in class” acoustic and projection companies to give exhibitors a branded and differentiated PLF with favorable economics, they claim. Additional features are also available for exhibitors to allow them to customize the THX Ultimate Cinema for their specific needs. These include luxury seating upgrades, interior décor options, atmospheric lighting packages and project management services.
The service is aimed for screens from 50′ to 85’ wide (15m to 25m). These will not be HDR, but SDR theaters, although they are now starting to think about HDR cinemas as well. THX says that content will need to be remastered for these theaters – which may not go over so well with the studios. THX says they have lined up a post house to do the remastering: CineVizion, and they will work with China Giant Screen group as well to source and/or master content.
THX is working with exhibitors to bring the THX Ultimate Cinema experience to market and will announce partners as installation plans are completed. And in fact, just after CinemaCon, THX announced that 200 Cinemark private-label premium large format XD auditoriums in the U.S. and Latin America are now THX Certified.
Analyst Comment
This kind of smells like the tail wagging the dog to me – i.e. I bet Cinemark asked THX to certify their XD auditoriums so THX created the Ultimate Cinema certification program that just happened to match the specifications of the XD auditoriums. – CC
