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Dolby's 'Love More' campaign brings Dune's immersive experience to Chinese audiences

By Xu Fan | | Updated: 2024-04-07 14:35
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In a promotional video made by Dolby, several viewers are transported into the world of Dune's sequel after being deeply immersed in the immersive audiovisual experience [Photo provided to]

Diehard Chinese fans of the Dune franchise, longing to experience the desert planet Arrakis and witness colossal sandworms, now have the chance to immerse themselves in a new brand campaign launched by Dolby Laboratories.

The campaign, titled "Love More in Dolby", aims to offer an immersive experience in Dolby cinemas, bringing the advanced visual and audio experiences of Dolby Vision and Dolby Atmos to various entertainment fields, including music, movies, TV shows, games, and sports livestreams.

Mathur Ashim, vice-president of marketing in the Asia Pacific region for Dolby Laboratories, highlighted how Dolby Cinema provides an enthralling experience, allowing audiences to be fully absorbed in their favorite movies with ultra-vivid colors and immersive sound.

Mathur Ashim, vice-president of marketing in the Asia Pacific region for Dolby Laboratories. [Photo provided to]

The first Dune movie received accolades for its sound, winning Best Sound awards at the 94th Oscars and the British Academy Film Awards in 2022. Notably, the movie's sound, including the portrayal of ornithopters flying through a giant storm, was produced with Dolby Atmos.

Director Denis Villeneuve has praised Dolby Cinema as one of the best ways to appreciate the sci-fi epics, emphasizing its ability to convey subtle dialogue while providing an immersive experience during action sequences.

The "Love More" campaign also extends to music, with the OST album of Dune: Part Two available in Dolby Atmos on various music platforms, offering an enhanced emotional connection to the story.

Dolby's collaboration with Chinese tech company Xiaomi aims to promote the immersive Dolby experience and encourage audiences to enjoy Dune: Part Two at Dolby Cinema through Xiaomi's OTT platform, tapping into China's growing demand for high-quality movie experiences.

Aside from movies, Dolby Laboratories has also collaborated with Chinese musicians. For instance, Lang Lang: Saint-Saens, the latest album rendered by pianist Lang Lang and his wife, pianist Gina Alice Redlinger, was produced and released in Dolby Atmos.

Looking ahead, Ashim said Dolby's "Love More" campaign plans to collaborate with mobile device companies and automakers in China, enhancing consumers' awareness of how to achieve a more immersive experience, whether in cars or public transportation.

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