Or as i'd title it: IMAX and Dolby pushing to keep the cinema experience relevant.
It's nice to see that the cinema is still an experience. I don't think the home consumer is taking to things such as 3D-Blu-rays (and eventually 4K Blu-rays) due to an un-unified push by industry, hardware confusion, OTT and high royalties.
http://arstechnica.co.uk/gadgets/2015/12/dolby-cinema-laser-powered-projection-object-based-3d-audio-awesome/
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