Kortrijk, 16 July 2014 – Swiss Arena Cinemas proudly inaugurated its flagship cinema in Geneva in June, and Digital Cinema pioneer Barco joins them in celebration of another digital cinema milestone. With the help of system integrator Protronic, Arena Cinemas equipped each of its nine theaters with Auro 11.1 immersive sound by Barco, as a way of enriching the moviegoing experience. Cinema-lovers who visit the new Geneva-based cinema in the coming months will be able to enjoy blockbusters like ‘Teenage Mutant Ninja Turtles’, ‘Lucy’ and ‘Into the Storm’ in Auro 11.1 by Barco in any auditorium in the theater. Arena cinemas has made the first 100% immersive sound capable multiplex in the world.‘More than only cinema’, claims the baseline of Arena Cinemas. The group is indeed committed to offering its customers an exceptional moviegoing experience. Comfort is therefore a key concern, as is the latest digital cinema technology, at the nine-theater flagship cinema in Geneva. “Luxury, wide padded seats with large armrests, great leg room, big screens, a stylish lounge and bar: we’ve really raised the bar to make sure our audience truly enjoys their time at the movies,” says Patrick Tavoli, CEO of Arena Cinemas. “In addition, we wanted to fit out the theaters in Geneva with the best technology too. Barco’s Auro 11.1 immersive sound fits the bill perfectly.”
A first in Switzerland
Supported by Datasat Digital Entertainment, cinema system integrator Protronic advised Arena Cinemas to install the Auro 11.1 immersive sound by Barco. “We were impressed right away when we experienced Auro 11.1 immersive sound at CineEurope 2012,” says Patrik Engler, CEO at Protronic. “It did not compare to anything we’d heard before. By incorporating the height and overhead channels to the existing surround sound, Auro 11.1 allows a more natural and immersive experience, enveloping the audience without being distracting.” “It really feels like you are right in the middle of the movies,” Tavoli confirms. “We are delighted to be the first theater in Switzerland to offer this premium sound experience.”
More movies mixed in Auro
“Barco is delighted to see the adoption of Auro spread around the world,” comments Brian Claypool, Senior Director Strategic Business Development at Barco. “The number of confirmed movies mixed in Auro 11.1 is, by the way, growing impressively. Later this summer, cinemas will show the long-awaited new ‘Ninja Turtles’ movie, the disaster film ‘Into the Storm’ and ‘Lucy’, featuring Scarlett Johansson and Morgan Freeman, all mixed in Auro 11.1 by Barco.” The fact that the entire multiplex has been configured to offer patrons immersive sound is further proof of the ease of use and cost effectiveness of Auro 11.1 over the competition.