Of course, Dolby's not alone in trying to move the ball forward. IMAX has its own new laser projection system, and gave the technology a splashy US debut at the Los Angeles premiere of Furious 7. And while the two technologies may appear to be trying to do the same thing, McDonald says the chain sees IMAX as a format that will live in harmony with Dolby Cinema, rather than serve as a competitor (IMAX and AMC Prime both fetch the same $5 premium in ticket price).
In any case, the real test of these new theatrical laser projectors will be when audiences can see them in action for themselves. Neither Dolby nor AMC would reveal what movie the upgraded screens will be launching with, but with The Avengers: Age of Ultron, Mad Max: Fury Road, and Tomorrowland all debuting in May there will be plenty of titles to make an impression with.