New deal looks to halt glitches in cinemas

In January, China's first THX-certified, giant-screen auditorium opened in Shanghai.

About 10 more certified auditoriums will be opened in the country by the end of the year, including three in Beijing, according to Cacciuttolo. The others will be in cities such as Wuhan, Hangzhou and Harbin.

Its stronger presence in China will perhaps benefit not only audiences, but also moviemakers. For example, THX is also constructing a post-production studio in Tianjin under its certification, which means its standards will possible enable China to own a Hollywood-level facility.

"THX Cinema Certification program is to ensure that the artist's vision is accurately translated to the moviegoer in the theater, identical to how it was in the studio," says Steve Martz, THX global technical director.

"They're worldwide criteria, which means we want to use emerging technology to find what can be improved in China, (we are) not specifically setting up criteria for China," he says.

For example, he notes some background music and low-pitch sounds disappear in Hollywood movies screened in China, which makes moviegoers miss the subtle elements.

The bilateral agreement also includes nurturing of specialized training courses for technicians and projectionists in the operation and maintenance of cinemas in China.

According to Gong Bo, deputy director of the inspection center, the agreement also aims to guide cinema owners to design theaters better so that audio and visual aspects of movies are enhanced.