IMAX & DTS lancerer IMAX Enhanced initiativ til TV, lydsystemer & indhold

06 Sep 2018 | Rasmus Larsen |

IMAX og DTS tager hinanden i hnden for at lfte billed- og lydoplevelsen hjemme i stuen. Det sker med IMAX Enhanced initiativet, som dkker over tv-skrme, receivere og andre lydsystemer samt film og andet indhold.

IMAX hjemme i stuen

IMAX vil ikke lngere vre et ord, som forbindes udelukkende med biografen. Selskabet nsker at udvide sin ekspertise til hjemmet, s de har indledt et samarbejde med DTS om at skabe et certificerings- og licensprogram, der skal levere den allerbedste billed- og lydoplevelse.

- IMAX i biografen til stadighed reprsentere guldstandarden for blockbuster-film, og i dag lancerer vi et spndende nyt program, som anvender komponenter fra IMAX og DTS teknologier og ekspertise, med mlet om at give forbrugerne et niveau af kvalitet, som aldrig tidligere har kunnet opleves hjemme, sagde IMAX CEO Richard L. Gelfond.


 IMAX Enhanced


Lanceringspartnere vil vre Sony Electronics, Sony Pictures, Paramount Pictures og Sound United (Denon, Marantz m.fl.). Disse selskaber vil implementere en IMAX Mode i deres respektive produkter. Denne billed/lyd-profil vil vre omhyggeligt optimeret til at afspille digitalt restaureret indhold, som filmskaberen nskede det i hjemmet.

IMAX Enhanced-initiativet vil dkke over topmodeller indenfor 4K HDR-skrme, A/V-receivere, lydsystemer og andet hjemmebiografudstyr. Der vil desuden blive frigivet digitalt restaurerede film fra Hollywood-studier samt udvalgte IMAX-dokumentarer. Det lyder som om, at indhold vil blive gjort tilgngeligt via streaming og UHD Blu-ray, men den del str dog ikke helt klart.

Initiativet ligner en flles front mod Dolby, der tilbyder Dolby Vision og Dolby Atmos som en kombineret pakke i biograf og hjemme i stuen. Dolby bevger sig i stigende grad ind i biografer, hvor IMAX traditionelt har haft et fast greb om premium-segmentet, samtidig med, at DTS kmper for at holde trit med Dolby Atmos. Sammen vil de to selskaber skubbe imod.


 IMAX Enhanced


TV & lydsystemer skal certificeres

Det forklares, at producenter, som nsker at slge IMAX Enhanced hardware skal opfylde et foreskrevet st af de hjeste lyd- og videostandarder, defineret af et certificeringsudvalg bestende af IMAX og DTS ingenirer samt Hollywoods frende tekniske specialister. Certificeringskravene er ikke blevet publiceret.

Hvad angr lydsiden, s tilfjer DTS, at de vil samarbejde med lydfolk fra Hollywood om at benytte en speciel variant af DTS:X codec-teknologien, integreret i udstyr til hjemmelyd for at levere en IMAX-signatur lydoplevelse.

- DTS har en rig historie indenfor frsteklasses underholdning i biografen og hjemmet, og IMAX Enhanced-programmet er en spndende mulighed for at forblive i spidsen, hvad angr hjemmeunderholdning, sagde Xperi CEO Jon Kirchner. Gennem DTS og IMAX holdets kombinerede ingenir- og licensindsat samt opbakning fra verdens ledende hardware og indholdspartnere, vil IMAX Enhanced-programmet tilbyde en helt ny og forbedret oplevelse i hjemmet, samtidig med, at det understtter den forsatte udbredelse af DTS-dekodere, som bringer premium lyd til forbrugernes enheder.


 IMAX Enhanced


Hvad angr indhold, s siger IMAX, at initiativet vil have omdrejningspunkt om video i 4K og High Dynamic Range (HDR), men de nvner ingen specifikt HDR-standard. Det str sledes ikke klart om de nsker at udvikle et helt nyt HDR-format. De siger dog, at indholdet vil have reduceret stj og grain under filmskaberens opsyn for bedst at optimere indholdet til 4K HDR-skrmes hjere kvalitet og hjere lysstyrke. Selskabet tilfjer, at udvalgte IMAX Enhanced-titler vil have et udvidet billedformat i filmens hjemmeudgivelse for at give forbrugerne mere af billedet p tv-skrmen.

IMAX-indholdet vil stadig kunne afspilles p andre 4K HDR-skrme, men vil ikke fremst lige s godt, argumenterer selskabet.

Vi har inkluderet selskabets FAQ i tabellen nedenfor. Mere information vil p et senere tidspunkt kunne findes p imaxenhanced.com.

P nuvrende tidspunkt er det svrt at vurdere, om forbrugere skal forvente faktiske forbedringer eller om der primrt er tale om et marketingtiltag fra IMAX og DTS, men vi bliver snart klogere. IMAX Enhanced lanceres fra efterret 2018.

IMAX Enhanced FAQ

Why are IMAX and DTS launching this new program?
While the IMAX theatrical experience continues to be the gold standard in blockbuster movie-going, the companies saw an opportunity to improve and create greater consistency in the home entertainment space. There are two challenges that were looking to address. First, weve all walked onto a showroom floor and been overwhelmed by the sheer volume of products. Other than price, how do consumers objectively know which is best? Second, as content moves downstream from theatrical to home, how do you ensure an optimized viewing experience that remains faithful to the filmmakers creative intent?

The goal of IMAX Enhanced is to take the mystery and frustration out of the buying process to make it easier for consumers to identify the highest-end content and consumer electronics products that will bring the most premium entertainment experience to your home.
What is the IMAX Enhanced program?
IMAX Enhanced is a new licensing and certification home entertainment program. To qualify and carry the IMAX Enhanced logo, the highest-end TVs, projectors, sound bars, and AV receivers must meet stringent performance standards established by IMAX, DTS and Hollywoods leading colorists in order to create a consistent and higher bar for image and sound performance on premium devices. IMAX digitally re-mastered content for the home environment is created to provide the sharpest 4K HDR images and powerful sound as the filmmaker intended. We are designing an IMAX Mode for the enhanced devices that will be meticulously optimized to play digitally re-mastered content to deliver the best viewing and listening experience on that device.
What are the benefits of IMAX Enhanced products?
With IMAX Enhanced, consumers can now take comfort in knowing the products available under the program will deliver distinct and breathtaking images featuring more vibrant colors, greater contrast and sharper clarity, complete with powerful, premium immersive sound.
What makes content IMAX Enhanced?
IMAX will supply select IMAX documentaries and work with its global studio and other content partners to build a steady stream of IMAX Enhanced versions of movies and other programming using the newest, proprietary post-production process developed by IMAX. It utilizes a sophisticated, advanced algorithm designed to produce the highest-quality, sharpest 4K HDR images.

This advanced process accurately reduces noise and grain under the filmmakers guidance to best optimize the content for a much higher quality, higher brightness 4K HDR display. Without this technology, high-dynamic range content can actually look worse than what was originally seen and intended by the filmmaker due to excessive noise and grain in the film.

Select IMAX Enhanced titles that were shot with IMAX cameras or specially formatted for IMAX theatres will also include an expanded aspect ratio for the films home release to show consumers more of the picture on their TV.
What partners are on board? How many more do you expect?
Illustrating the breadth of the initiative, IMAX and DTS announced that a number of global consumer electronics and entertainment market leaders have joined the IMAX Enhanced program as launch partners, including Sony Electronics, Sony Billeder, Paramount Billeder, and Sound United (Denon and Marantz). The program will look to continue to partner with leading consumer electronics and entertainment companies to enhance select high-end 4K displays, projectors, A/V receivers, sound bars, and other home theatre equipment and content.
How do the products work together? Can I just buy a TV or a sound bar and not the entire suite of IMAX Enhanced products?
IMAX Enhanced products are designed to work independently of each other and, even alone, will perform their function at the highest level. When combined, they work in concert, creating the most immersive and highest-quality experience available in the home.
Can I still watch IMAX Enhanced content via streaming or UHD Blu-ray Disc on a non-IMAX TV?
If you watch an IMAX Enhanced movie on a non-IMAX TV, you will still get the best possible version of the content, but it will not be optimized to deliver the same high level of experience as watching or listening to it on an IMAX Enhanced device.



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