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Audiofan writes: Just when we thought Sony learned their lessons from past formats DOA, they are at it again this time by teaming up with IMAX and select partners to certify the "IMAX movie experience" for home theater setups. Will Sony be on the losing side against already established Dolby Vision and HDR10 or will they leverage IMAX's immersive picture and sound quality on top of these other technologies? This smells like a format war or at the very least more consumer confusion. The new certification and license program from IMAX and DTS will give what they say to be the highest-quality image and sound experiences for home theater. "IMAX and DTS [as well as partners Denon, Marantz, Sony, and Paramount Studios] aren't clear as to whether this will be significantly different from DTS:X immersive 3D sound other than to say, 'The DTS:X codec technology (is) integrated in home audio equipment to deliver an IMAX signature sound experience,'" reports Audioholics. "To be accepted into the program, leading consumer electronics manufacturers will design top-of-the-line 4K HDR televisions, A/V receivers, sound systems and other home theater equipment to meet a carefully prescribed set of the highest audio and video performance standards, set by a certification committee of IMAX and DTS engineers and Hollywood's leading technical specialists."

The report notes that the program will use an IMAX post-production process "to digitally re-master content to produce more vibrant colors, greater contrast and sharper clarity," as well as "deliver an IMAX signature sound experience."