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Century Cinemas Roll Out DVD-Audio

15 May, 2002 By: Hive News

Ticket holders to tomorrow's premiere of Star Wars: Episode II -- Attack of the Clones at the Century Cinema in Corte Madera, Calif., have another first in store for them: a pre-feature DVD-Audio program in 5.1 surround featuring music by stars such as The Corrs, Barenaked Ladies, Buena Vista Social Club, Eric Clapton and Dishwalla.

The Corte Madera debut inaugurates a nationwide series of DVD-Audio installations designed to transform premovie music programs into surround music showcases at Century Cinemas.

The installations are a joint project of music companies Warner Music Group and 5.1 Entertainment, Dolby Laboratories and the Century Theatres chain to introduce a wider audience to the DVD-Audio 5.1 surround music experience.

"This innovative effort to bring multichannel music to pre-show programs is consistent with our goal of offering audiences the best and most advanced theatrical experience available from the moment they enter our theaters," stated Nancy Klasky, Century's VP of Marketing. Audiences at 25 Century multiplexes, totaling 400 screens, will hear the "big sound" of DVD-A surround music by the end of the year.

"DVD-A is the most significant audio format to have been introduced since the CD was launched 20 years ago," said Paul Vidich, EVP, Strategic Planning and Business Development for Warner Music Group. "We are pleased to be joining with Century Theatres, Dolby and 5.1 Entertainment and are confident that exposure to DVD-A surround music in Century's movie theaters will boost demand for the format in homes."

"The dramatic rise in home theater sales has shown that consumers place a high value on the surround sound experience that they have become accustomed to in theaters," stated Jeff Dean, SVP, Sales and Marketing, for the 5.1 Entertainment Group. "I believe that consumers will be even more excited when they realize that DVD-Audio discs provide a dynamic new music listening experience in the same home theater environment. Once you've heard DVD-Audio, you'll never be satisfied with compact discs again."

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