CREAF to add IMAX SurroundFX 3D sound to its PC-DVD products......................
Creative and Sonics to Jointly Offer Revolutionary 3D
Headset and Audio Processing Technology
MILPITAS, Calif.--(BUSINESS WIRE)--Nov. 24, 1997--
Industry-leading Audio Firms To Form New Venture to Market
Headset-Based 3D Audio
Creative Technology Ltd. (NASDAQ:CREAF), the world's leading provider of multimedia products
for the PC, and Sonics Associates, Inc., a world leader in super-fidelity audio and an affiliate of
Imax Corp., (NASDAQ:IMAXF)(TSE:IMX) today announced a non-binding Memorandum of
Understanding which contemplates that the companies will jointly form a separate new company,
SurroundFX, Inc., to bring Sonics SurroundFX(R) 3D headset and audio processing technology to
the consumer market and the PC mass market.
With SurroundFX technology, sound is delivered to the user via a unique patented wireless headset
that does not cover the ears. SurroundFX headset and processing technology, when used together
with Creative's unique Environmental Modeling (E2M) audio, delivers an incredibly realistic,
three-dimensional sound experience virtually indistinguishable from a live experience. Creative will
begin making certain SurroundFX technology available on new Sound Blaster sound cards and with
PC-DVD products.
As part of the agreement, Creative would receive exclusive rights to integrate SurroundFX
technology into computer products, including Creative's new line of Sound Blaster(R) and PC-DVD
products. With this technology, users will experience Creative's immersive, fully interactive
three-dimensional audio delivered using patented, wireless, off-the-ear headsets and unique
processing technology.
In addition, SurroundFX, Inc., will continue negotiations currently being pursued by Sonics with
several of the world's leading consumer electronics companies to provide this technology for use in
television, home entertainment, and other non-computer consumer applications.
SurroundFX technology is derived from work completed by Sonics for the giant screen large format
entertainment company, Imax Corporation. It was premiered at the SONY IMAX(R) Theatre on
Broadway and has since been installed in IMAX 3D theatres around the globe.
"SurroundFX's implementation is a remarkable advancement in audio technology," said Lynn
McCroskey, president and CEO of Sonics. "We have already seen its stunning realism in IMAX(R)
theatres. "We believe the potential for this product in the computer and consumer electronics
markets is very strong. Creative brought sound to our computers and now they will add a whole new
dimension with SurroundFX."
"SurroundFX technology offers a wonderful new way for computer users to enjoy the type of three
dimensional, highly immersive computer audio that Creative offers through its AWE and future
Sound Blaster Environmental Audio solutions," said Sim Wong Hoo, chairman and chief executive
officer of Creative Technology, Ltd.
"With audio having become standard equipment on new computers, and 3-D graphics technology
evolving so rapidly, the time is right for those PCs to be upgraded to Creative's 3D Environmental
Audio, and SurroundFX is the best headset implementation we have heard."
"We think this is an important evolutionary step for Sonics," said Imax co-chief executive officer,
Richard L. Gelfond. "The reach of Creative products into the computer market will hopefully give
Sonics the ability to make its technology the standard in 3D sound."
Birmingham, Ala. based Sonics Associates, Inc. is an affiliate of Imax Corp., and is the exclusive
provider of sound systems for giant-screen IMAX theatres world-wide. In addition, Sonics systems
are employed in facilities throughout the world including: theme park rides such as Jaws(R) and Back
to the Future(R) at Universal Studios(R).
Sonics systems have been installed at world exhibitions in the United States, Spain and Japan,
provided to governments and some of the largest corporations in the world. Sonics has developed
technology and holds patents in the areas of positional audio, compact disks and data
synchronization. The company also manufactures a line of professional audio equipment under the
Oxmoor(R) brand name.
Creative Technology Ltd., develops, manufactures, and markets a wide array of advanced
multimedia solutions for the PC, entertainment, education, music and productivity tools markets.
Creative's products are marketed through both the original equipment manufacturers and retail
channels under a variety of trademarks, including the Blaster family name. Sound Blaster has become
the multimedia industry's de facto audio standard.
Sound Blaster is an audio platform consisting of a sound card or chip set, software drivers and
bundled software applications that enable PCs to produce high quality audio. Creative's corporate
headquarters and primary manufacturing are in Singapore, with sales, distribution and research and
development being carried out through an extensive, global network of subsidiaries located in North
America, Europe, Asia and Africa.
Founded in 1967, Imax Corporation has consistently delivered the world's premiere cinematic
experiences. In 1997, Imax was awarded the sole Oscar(R) for Scientific and Technical
Achievement by the Academy of Motion Picture Arts and Sciences. The award recognized Imax's
innovation in creating the world's best theatrical projection system as well as Imax's acceptance as
part of the entertainment mainstream.
As of Sept. 30, 1997, there were more than 150 permanent IMAX theatres in 22 countries, with a
backlog of more than 65 theatre systems scheduled to open during the next few years. Imax has
forged strategic alliances and relationships with some of the largest corporations in the world,
including Sony Corporation., Caesars World (an ITT Corporation subsidiary), Circus Circus
Enterprises, Ogden Corporation., Famous Players Inc. (a subsidiary of Viacom Inc.), and Regal
Cinemas, Inc.
More than 500 million people have seen an IMAX presentation since the medium premiered in
1970. In 1996 alone, more than 60 million people world-wide enjoyed the IMAX experience.
NOTE TO EDITORS: Sound Blaster is a registered trademark of Creative Technology Ltd., in the
U.S. and other countries. E-mu Environmental Modeling is a trademark of E-mu Systems, Inc. and
SurroundFX(R) is a registered trademark of Sonics Associates, Inc. IMAX(R) is a registered
trademark of Imax Corporation. All other product names mentioned herein are trademarks of their
respective owners and are hereby recognized as such.
CONTACT: Sonic Associates, Inc.
Chip Stewart, 404/869-2645
stewart526@aol.com
or
Imax Corporation
Victoria Dinnick, 905/403-6366
vdinnick@imax.com
or
Creative Labs, Inc.
Rick Myllenbeck, 408/434-5700
rickm@soundblaster.com
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