Cinemacon - CinemaCon 2026 : Dolby rebrands the Colosseum for the 2026 convention in Las Vegas

By Mulder, 23 march 2026

For the first time in the history of CinemaCon, the legendary Colosseum at Caesars Palace in Las Vegas will officially take on a temporary new name during the 2026 convention, becoming The Dolby Colosseum for the entire duration of the event, held from April 13 to April 16, 2026. The announcement, confirmed through official press materials released by Cinema United and Dolby Laboratories, marks a significant symbolic evolution for what has long been considered the beating heart of the global theatrical exhibition industry. Every year, the Colosseum hosts the biggest studio presentations, where Hollywood majors unveil exclusive footage, announce major projects, and try to convince theater owners that the future of cinema remains firmly tied to the big screen. Renaming this iconic venue is therefore not a simple branding operation, but a clear statement about the importance of premium theatrical technology in an era where the industry continues to redefine its identity after years of disruption caused by streaming competition and the pandemic.

The naming agreement between Cinema United and Dolby Laboratories reflects a partnership that has been growing for more than a decade, as Dolby has been involved with CinemaCon since the convention’s creation in 2011, consistently providing high-end projection and sound solutions for the main stage presentations. According to Michael O’Leary, President and CEO of Cinema United, the decision to temporarily rename the venue was a natural extension of that relationship, emphasizing how essential cutting-edge technology has become to the theatrical experience. In official statements, he highlighted that innovation in sound and image remains one of the strongest arguments in favor of cinema exhibition, especially at a time when audiences have access to increasingly sophisticated home entertainment systems. The Colosseum, which has hosted countless historic studio showcases over the years, will once again be equipped with Dolby Atmos immersive audio and Dolby Vision laser projection, two technologies that have become industry standards for premium screenings and which are regularly used during CinemaCon to demonstrate the difference between theatrical presentation and home viewing.

From the Dolby side, Jed Harmsen, Head of Cinema and Group Entertainment at Dolby Laboratories, confirmed that CinemaCon remains one of the key moments of the year for the company to showcase its latest innovations to theater owners, studio executives, and technology partners from around the world. The convention has often served as a testing ground for new projection and sound formats, and many exhibitors still remember the first demonstrations of Dolby Atmos at CinemaCon more than a decade ago, which left a strong impression on attendees thanks to the dramatic increase in spatial sound precision. This year’s naming initiative is intended to reinforce Dolby’s role not only as a technical partner but as a central player in the evolution of the theatrical experience, with the company continuing to expand Dolby Cinema locations worldwide and promoting premium formats as one of the main drivers of box office revenue in recent years.

Beyond the symbolic aspect, the transformation of the Colosseum into the Dolby Colosseum also reflects the broader positioning of CinemaCon itself, which remains the largest global gathering dedicated to theatrical exhibition. Organized by Cinema United, the trade organization founded in 1948 and representing more than 31,000 movie screens across the United States and over 30,000 additional screens in more than 80 countries, the convention brings together roughly six thousand industry professionals each year. Distributors, exhibitors, equipment manufacturers, concession suppliers, and technology companies all attend the Las Vegas event, making it one of the rare occasions where the entire theatrical ecosystem meets in one place. In addition to Dolby, the 2026 edition is officially co-presented by The Coca-Cola Company and Barco, two long-time partners of the cinema industry, both of whom have also used the convention in the past to introduce new solutions aimed at improving the theatrical experience, from projection systems to digital signage and lobby innovations.

For regular attendees, the Colosseum at Caesars Palace is more than just a screening room; it is the stage where some of the most memorable CinemaCon moments have taken place, including surprise celebrity appearances, first looks at major franchise films, and emotional tributes to filmmakers and actors. The decision to brand the venue for the first time in the convention’s history therefore carries a strong symbolic weight, signaling a shift toward an even greater emphasis on premium presentation formats as theaters continue to compete with streaming platforms. Over the years, many exhibitors have privately acknowledged that demonstrations held in the Colosseum often play a decisive role in their investment choices, especially when new technologies promise to increase ticket prices through premium large format screenings.

As CinemaCon 2026 approaches, the renaming of the venue to The Dolby Colosseum already sets the tone for what is expected to be a convention heavily focused on the future of theatrical immersion, at a moment when studios are once again betting on large-scale releases and exclusive theatrical windows to drive revenue. With Dolby Atmos and Dolby Vision once again at the center of the main presentations, the message from the industry is clear: the cinema experience is still being defined not only by the films themselves, but by the technology that allows audiences to experience them in ways that cannot be replicated anywhere else.

(Source: press release)