When thousands of theater owners, exhibition insiders and press file into the Colosseum at Caesars Palace next month for CinemaCon, they’ll notice new (and temporary) branding.
The marquee venue will be renamed The Dolby Colosseum for the annual gathering in a branding deal that is a first in CinemaCon history as Dolby secured the naming rights in an expansion of its ongoing support of the Cinema United event. Dolby has been a sponsor of CinemaCon since its inception in 2011, and it regularly outfits the venue with Dolby Atmos sound and Dolby Vision laser projection for the films, clips reels sizzles and more that hit the screen. Several presentations at this year’s CinemaCon will be presented in both Dolby Vision and Dolby Atmos.