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I Am Not Madame Bovary to Arrive in Dolby Cinema with Dolby Vision Imaging and Dolby Atmos Sound

Oct 31, 2016

Consumers can expect to be fully captivated by the distinctive round-frame movie in Dolby Cinema

Beijing and San Francisco, October 31, 2016—Dolby Laboratories, Inc. (NYSE: DLB) and Beijing Sparkle Roll Media Corporation today announced that Sparkle Roll’s comedy feature I Am Not Madame Bovary, in theatres November 18, 2016, will be mastered in Dolby Vision™ and Dolby Atmos® for Dolby Cinema™ locations in China. Dolby Cinema, featuring Dolby Vision and Dolby Atmos, is a premium cinema offering for moviegoers that combines spectacular image and sound technologies with inspired design to make every visit a completely captivating cinematic event.

Dolby Cinema begins with the filmmaker’s vision—using the full storytelling capabilities that Dolby offers in image and sound production to transform the way movies are made and presented. With state-of-the-art image, sound, and acoustic capabilities, the movie comes alive to deliver cinema in its purest form.

I Am Not Madame Bovary is based on a novel of the same name by award-winning Chinese writer Liu Zhenyun. It tells the story of an ordinary rural woman’s 10-year journey to exonerate herself after she is swindled by her ex-husband. The movie adopts a special round movie frame, with the action seen as though through a telescope, to demonstrate the chaos of the story and provide moviegoers a fresh and distinctive experience.

“I was blown away when I saw the true black, astonishing brightness, incredible contrast, and rich colors enabled by the Dolby Vision laser projection system. That has made Dolby Cinema the place to go to experience I Am Not Madame Bovary with the round movie frame,” said Feng Xiaogang, the widely acclaimed and multiple award-winning film director at the helm of I Am Not Madame Bovary. “I cannot wait for audiences to be truly immersed in the story of the movie with the power of Dolby Cinema.”

“Director Feng Xiaofang was the first Chinese director to adopt Dolby Atmos and now has become one of the first Chinese directors to use Dolby Vision,” said Doug Darrow, Senior Vice President, Cinema Business Group, Dolby Laboratories. “We are excited to continue to work with director Feng Xiaogang to bring the story of I Am Not Madame Bovary to life in a unique movie frame that fully takes advantage of Dolby Cinema’s capabilities.”

The release of I Am Not Madame Bovary in Dolby Vision and Dolby Atmos in China marks a significant step forward in the collaboration between Dolby and Sparkle Roll. In July 2016, the first Dolby Cinema in Beijing was opened at Jackie Chan Cinema’s Beijing Wukesong site. Following that, Sparkle Roll announced a plan to open 10 additional Dolby Cinema sites in China within the next two years.

Dolby Cinema features the Dolby Vision laser projection system, which uses state-of-the-art optics and image processing to deliver high dynamic range with enhanced color technology and a contrast ratio that far exceeds that of any other image technology on the market today. The result is a richer, more detailed viewing experience that delivers strikingly vivid and realistic images and makes viewers feel like they are in the movie’s world.

Dolby Cinema also includes Dolby Atmos sound technology, which moves audio around the theatre, even overhead, with amazing richness and depth. The combination of Dolby® technologies with the design and comfort of the Dolby Cinema makes audiences feel closer to the onscreen action.

About I Am Not Madame Bovary

I Am Not Madame Bovary is co-presented by Beijing Sparkle Roll Media Corporation, Huayi Brothers Media Corporation, Beijing Skywheel Entertainment Co. Ltd., Huayi Brothers Pictures Ltd., and Zhejiang Dongyang Mayla Media Co. Ltd. The movie is based on a novel of the same name by Liu Zhenyun. It is directed by Feng Xiaogang, starring Fan Bingbing. The movie is scheduled to be released in China and the U.S. on November 18, 2016.

About Sparkle Roll Media

Sparkle Roll Media, founded in 2014, operates under the parent company Sparkle Roll Group (Stock code SHA: 600715), which owns the SR Jackie Chan theatre chain. With more than a decade’s experience in managing the Jackie Chan brand and developing and producing films, Sparkle Roll Media has evolved into an internationalized media corporation with integrated businesses in film financing, production, distribution and marketing; TV production and distribution; talent management; large scale events and performances and other related businesses. Movies presented by Sparkle Roll Media include Little Big Soldier, CZ12, Police Story 2013, Dragon Blade, I Am Not Madame Bovary, Railroad Tigers, and Kung-Fu Yoga, among others.

About Dolby Cinema

Dolby Cinema, recipient of the 2015 Red Dot Award for product design, delivers the total cinema experience. It combines powerful image and sound technologies with inspired cinema design to make every visit a completely captivating cinematic event.

Dolby Cinema includes award-winning Dolby Vision and Dolby Atmos technologies. Dolby Vision is a state-of-the-art authoring and playback imaging technology that enables the cinema to bring the story alive onscreen. In 2015, the Dolby Vision laser projector received an engineering excellence award from the Hollywood Post Alliance. Outfitted with Dolby Atmos, a Dolby Cinema transports audiences into the movie with breathtakingly real sound that fills the cinema and flows all around them. Dolby Atmos has received technical achievement awards from both the Hollywood Post Alliance and the Cinema Audio Society.

When these technologies are combined with the sophisticated Dolby Cinema design, everything comes together to pull moviegoers more deeply into the story and transform their visit into an event. In just over a year, nearly 300 Dolby Cinema sites have been installed or committed to across the globe, with 57 titles released or announced.

For more information, please visit the Dolby Cinema web page.

About Dolby Labaratories

Dolby Laboratories (NYSE: DLB) creates audio, video, and voice technologies that transform entertainment and communications in mobile devices, at the cinema, at home, and at work. For more than 50 years, sight and sound experiences have become more vibrant, clear, and powerful in Dolby. For more information, please visit

Media Contacts

Joshua Gershman, Dolby Laboratories US, +1-415-645-5611,

Lila Fu, Dolby Laboratories China, +86-10-5910-3246,

Dolby, Dolby Atmos, and the double-D symbol are registered trademarks of Dolby Laboratories. Dolby Cinema and Dolby Vision are trademarks of Dolby Laboratories. DLB-G