I'm not seeing anything about a new CD format. Is it all just processing. They obviously are looking to movie theaters as potential customers.
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It looks interesting. I wonder how complex the entire system is and how much work it requires to properly setup?
I think you're right about them looking at movie theaters for now. Perhaps the technology will move into the home at some point.
Most music hasn't even moved into the surround technologies already available in a typical home theater system. Given the popularity of portable music players and headphones, I don't see a big push for more than 2 channels anytime soon.