I wonder what the contemporary #movie theater's threat model is. Is it “I'll half-watch it on my phone" or “I like to experience movies in #UHD #HDR on my 85” #OLED screen and my 11.2.4 #Atmos sound rig”? I ask because the marketing team for “Project Hail Mary" (loved the book, can't wait to see the movie adaptation) seems to be banking on a "see it in theaters” campaign and is helpfully having its directors explain the half dozen+ theatrical standards we seem to have evolved into.

https://youtu.be/NLDida6fglw?si=AnFihYhtToCqL-4A

So far in a 50-mile radius around me we have:

#IMAX (with or without #DBox)
EMX,
Super EMX
#ScreenX
Cinemark XD
“Encore - The big picture experience”
"Laser Ultra”
"Dolby Cinema @ AMC”

And an audio standard called "OVATION" (all caps) which, well:

“Driven by the industry standard of #Dolby Digital 7.1 audio compression technologies and #Trinnov Audio, a proven innovator of advanced 3D sound, #Ovation auditoriums utilize the latest in sound phase technology, allowing you to step into another reality of sound.”

Sound phase technology. Gotta have that.

Anyway looking forward to watching the movie, hoping to figure out the preferred immersive standard before March 20th 🤷‍♂️