{"id":34282,"date":"2025-03-24T19:16:13","date_gmt":"2025-03-24T23:16:13","guid":{"rendered":"https:\/\/henrypayne.com\/?p=34282"},"modified":"2025-03-24T19:16:13","modified_gmt":"2025-03-24T23:16:13","slug":"payne-stop-hey-whats-that-sound-its-dolby-atmos-3d-audio-moving-from-emagine-to-cadillac","status":"publish","type":"post","link":"https:\/\/henrypayne.com\/index.php\/2025\/03\/payne-stop-hey-whats-that-sound-its-dolby-atmos-3d-audio-moving-from-emagine-to-cadillac","title":{"rendered":"Payne: Stop! Hey, what’s that sound? It’s Dolby Atmos’ 3D audio, moving from Emagine to Cadillac"},"content":{"rendered":"
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Canton Township and San Francisco<\/em>\u00a0\u2014 Motown has long been a source of great cars and entertainment. So it\u2019s only fitting that Metro Detroit-based Cadillac and Emagine theaters are on the cutting edge of sound.<\/p>\n

Premium brands in their respective industries, Warren-based Cadillac and Troy\u2019s Emagine Entertainment have deployed Dolby Atmos, the hot thing from the San Francisco-based audio wizards. General Motors Co.\u2019s luxury brand is introducing the object-based audio system \u2014 joining competitors Mercedes-Benz AG and Lucid Motors \u2014 into its new electric vehicle lineup, beginning with the entry-level 2025 Optiq.<\/p>\n

The curated cabin experience will be familiar to Emagine moviegoers. The ninth-biggest movie chain in the United States, Emagine was one of the first to introduce Atmos over a decade ago.<\/p>\n

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San Francisco – In Dolby Lab’s Atmos theater at its San Francisco HQ, Dolby introduces the partnership between the audio company and Cadillac in bringing Atmos into its luxury vehicles.<\/em><\/div>\n
Henry Payne, The Detroit News<\/em><\/div>\n<\/div>\n

Experience Disney\u2019s latest release, “Snow White,” in Emagine\u2019s biggest-in-Michigan, 95-foot screen, 74-speaker, Super EMAX Canton theater and birds chirp overhead while Snow sings in the forest. Or view Warner Brothers\u2019 new movie \u201cMickey 17\u201d in another Emagine Atmos theater where characters appear to speak from theater seats, putting ticket-holders in the center of the action.<\/p>\n

Drive an Atmos-equipped, 19-speaker Cadillac Optiq, select Queen\u2019s rock \u2018n\u2019 roll classic “Bohemian Rhapsody,” and you\u2019ll hear it like never before. Lead singer Freddie Mercury belts out vocals from the dashboard:<\/p>\n

Easy come, easy go, will you let me go?<\/em><\/p>\n

A piano plays from the rear seat, then the chorus hovers in the middle of the cabin:<\/p>\n

No, we will not let you go!<\/em><\/p>\n

Sopranos in back:<\/p>\n

Let him goooooooo!<\/em><\/p>\n

Freddie up front:<\/p>\n

Mama Mia! Mama Mia!<\/em><\/p>\n

It\u2019s a fresh, immersive, 21st-century digital remix of a 1975 song inside a 2025 EV.<\/p>\n

\u201cA couple years ago, Dolby introduced us to Dolby Atmos music,\u201d Optiq Chief Engineer John Cockburn said. \u201cThere were Grammy Award-winning mixing engineers there, and it became very clear to us that the whole music industry was transitioning into this recording format.\u201d<\/p>\n

Atmos is best understood as three-dimensional sound, where audio engineers use Dolby digital tools to separate sounds \u2014 vocals, drums, guitars, airplanes, race cars, and so on \u2014 into three-dimensional objects that can be moved individually through space. Simply put, sound is no longer limited to a specific speaker.<\/p>\n