As one of the early and most vocal advocates for digital 3D, it should come as no surprise that Jeffrey Katzenberg is also interested in adding dimension to audio soundtracks. On Thursday Katzenberg, the head of Dreamworks Animation, was on hand at a press event in Los Angeles to announce an agreement to distribute the studios next 15 titles with Barco Auro 11.1 3D sound mixes. The first film to be released under the new agreement will be “Rise of the Guardians” on November 21st.
Auro is an 11.1 sound format that Barco has been helping develop for the past several years. Based on audio technology from Auro Technologies, the format places audio in three separate layers placing sounds in traditional surround speakers, a set of height speakers and speakers mounted overhead on the ceiling. Rather than being track based, Auro allows for sounds to be placed as objects within an auditorium.
“At Dreamworks we really pride ourselves on using the finest state of the art technology, first to put in the hands of our storytellers in order to create the best possible experience for moviegoers and then look to the best possible technology for the presentation,” Katzenberg explained. “It’s why we’re here partnering with Barco so we can provide 3D sound that is every bit as spectacular as the 3D images.”
Before selecting Auro, Dreamworks Animation did their due diligence and investigated some of the emerging 3D formats making their way to market, such as Dolby’s Atmos and Iosono. “It became very clear to us that Barco’s Auro 11.1 3D audio format is actually the best,” said Katzenberg. “We believe they are going to be leaders int he market and we believe they are going to create a very valuable experience for our customers and also what will be a very attractive opportunity for our partners in exhibition.”
When pressed about a direct comparison to Atmos, Katzenberg said with a tinge of humor. “This is better.” He quickly turned more serious to mention another key factor in Dreamworks Animation’s selection of Auro. “I can not emphasize enough that the Barco financial proposition for the exhibitors is far more attractive, far more doable and far more practical. The ability that this will be able to roll out worldwide and be something that is affordable is critical. This is the highest quality and affordability. You can not separate those two.”