Barco, a global technology company, designs and develops networked visualization products for the Entertainment, Enterprise and Healthcare markets. Barco has its own facilities for Sales & Marketing, Customer Support, R&D and Manufacturing in Europe, North America and APAC. Barco (NYSE Euronext Brussels: BAR) is active in more than 90 countries with 3,300 employees worldwide.
Mumbai, India 10 June , 2014 – Barco, a global leader in digital cinema technology, is proud to announce that Metro Cinema, one of the oldest and most famous art deco multiplexes in Mumbai (India), has recently been adorned with the Auro 11.1 by Barco immersive sound technology. This unique sound format is designed to complement the crisp clear images on screen with an unmatched auditory experience. After HDIL Broadway last month, Metro Cinema—owned by major Indian cinema chain BIG Cinemas, itself a division of Reliance MediaWorks—is the pioneer Bollywood theater to adopt this high-end, sound platform. Opened back in 1938, Metro Cinema has long been the most famous red-carpet theater in Bollywood. To propel the theater’s reputation for extraordinary moviegoing experiences into the 21st century, current owner BIG Cinemas decided to install the Auro 11.1 by Barco speaker layout at its art deco showpiece.
Beyond vision Barco was no stranger to BIG Cinemas. For many years, both companies have worked together to create compelling images. Today, many of BIG’s 516 screens are lit by the iconic Barco DP2K projectors, to the satisfaction of both visitors and exhibitors. In addition, the chain uses many Barco post-production projectors at its various studios.
“After witnessing the Auro 11.1 demonstration at the Whistling Woods Institute last month, we knew that Barco could help us with more than just visualization,” says Shirish Srivastava, Marketing Head at Metro Cinema. “Auro 11.1’s unique, three-layer approach evokes impactful and lifelike sound unlike anything I’ve heard before. It is perfectly in line with our aspiration to offer a complete, immersive experience.” Great integration To have the sound platform installed at Metro Theater, BIG Cinemas called upon Barco’s business partner in India, R&S. Anirvan, head of R&S, has excellent relations with BIG Cinemas: “We have offered support for most of BIG’s projects in Mumbai, so we were already well-acquainted. The installation of Auro 11.1 by Barco at the Metro Theater went very smoothly as well, and we managed to get it done within the set timeframe.”
Barco goes Bollywood The installation of Auro 11.1 by Barco at Metro Cinema is already making waves among the industry minds and movie lovers. Brian Claypool, senior director strategic business development, digital cinema at Barco, is pleased with the format’s steady rollout in the heart of Bollywood. “We are very happy to see renowned theaters all over India recognize the unique differentiating features of the platform. In India’s booming cinema industry, offering an unmatched experience can make all the difference.”