When thousands of theater owners, exhibition insiders and press file into the Colosseum at Caesars Palace next month for CinemaCon, they’ll notice new (and temporary) branding.
The marquee venue will be renamed The Dolby Colosseum for the annual gathering in a branding deal that is a first in CinemaCon history as Dolby secured the naming rights in an expansion of its ongoing support of the Cinema United event. Dolby has been a sponsor of CinemaCon since its inception in 2011, and it regularly outfits the venue with Dolby Atmos sound and Dolby Vision laser projection for the films, clips reels sizzles and more that hit the screen. Several presentations at this year’s CinemaCon will be presented in both Dolby Vision and Dolby Atmos.
“State-of-the-art technology is a cornerstone of the theatrical experience and renaming CinemaCon’s iconic main venue for this incredible global leader is a natural choice,” said Cinema United president and CEO Michael O’Leary. “The talented people at Dolby bring unparalleled innovation and excitement to theatres each day, and it is only fitting that the world’s premier celebration of going to the movies take place in The Dolby Colosseum.”
In his statement, O’Leary also offered his thanks to the Dolby team and Jed Harmsen, who serves as Dolby Laboratories head of cinema and group entertainment, for their “unwavering” support of the exhibition industry.
Said Harmsen: “CinemaCon has always been an impactful industry moment for highlighting Dolby Cinema, Dolby Atmos and Dolby Vision. This year, we are excited to elevate our dedication to bringing a new level of truly immersive entertainment to moviegoers everywhere and have the Dolby Colosseum be the home for studio presentations during CinemaCon.”
CinemaCon takes place at Caesars in Las Vegas from April 13-16.
