Cinema technology leader Barco, who pioneered efforts for placing affordable immersive sound technology into cinemas in 2011 with Auro 11.1 by Barco, has reached the milestone of 600 screens installed or committed worldwide.As standardization progress forges ahead, Barco renews its efforts for making immersive sound a key priority to optimize the truly immersive experience for the exhibition industry. More than 150 films have already been released or are currently being mixed in Auro 11.1 by Barco. AuroMax®Together with our partners at Auro Technologies, Barco Audio Technologies (formerly IOSONO) has created AuroMax – a revolutionary spatial audio rendering technology that allows for the most immersive experience with a minimal amount of channels – which enables exhibitors to reduce costs. The APX AuroMax Spatial Audio Processor is designed to be compatible with any DCI-compliant industry standard and enables retrofitting of all current immersive sound installations.“We focus on bringing the most compelling and immersive auditory experience possible while safeguarding that the technology, standards efforts, and quality level all meet the economic realities for exhibition,” states Brian Claypool, VP Strategic Business Development at Barco. “AuroMax takes the best aspects of a standardized object-based immersive sound format and combines it with the channel-based layout of our existing technology to create the most captivating and cost-effective solution on the market.”New feature filmsWhile the industry continues to collaborate towards a standard for immersive sound, a growing number of Auro 11.1 by Barco titles become available for new and existing customers. New titles include ‘Warcraft’, ‘Secret Life of Pets’, ‘The Legend of Tarzan’, ‘Trolls’, ‘Ghostbusters’, and ‘Inferno’.Endorsed by exhibitorsImmersive sound by Barco continues to gain traction with exhibitors as the most economically viable immersive audio solution available. Recently, the nine-screen GRINN FILM multiplex in Kursk (Russia) became the second multiplex in the world where all theaters feature AuroMax immersive sound. This can only be possible when the technology supports the artistic vision of the content creators in a way that allows motion picture presentation to be a natural and immersive experience that audiences can remember as being truly special.Experience AuroMax at CineEuropeCome see and hear the most affordable and immersive cinema experience on the market for yourself at CineEurope in Barcelona this week. AuroMax will be paired together with Barco’s flagship laser projection technology. Together, these advanced technologies raise the bar for the Premium Large Format experience at a value proposition that places the business of exhibition first.