This paper explores why this specific disclaimer was necessary, how it functioned as a marketing tool to create consumer demand for technical specifications, and how its eventual disappearance marked the total standardization of Dolby technology in the exhibition industry.
October 26, 2023 Subject: Film Technology / Brand History / Marketing Keywords: Dolby Laboratories, Film Exhibition, Branding, Noise Reduction, Surround Sound. dolby in selected theaters logo
Because installing this equipment was expensive, only a fraction of theaters could play these tracks correctly. If a studio advertised a film as simply "In Dolby Stereo" and a patron saw it in a non-equipped theater, they would experience a distorted, noisy mono track. This discrepancy created a liability issue and a need for the "Selected Theaters" disclaimer. This paper explores why this specific disclaimer was