Isono 3d sound from the creator of mp3 format!

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The best existing surround sound speakers can approximate this only for a small "sweet spot," perhaps a few feet wide, while the Iosono system would create the same realistic illusion for everyone in the room.
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Lol. You manage 3d sound with either multiple sound sources forming a coherent positioned signal at the sweet spot, or you use a good HRTF algorithm to fool the ear into believing the sound is positioned as you want it (though this only really works well with earphones). There is no magic way to make everyone in a theater have the same surround experience since they're all in different positions, it can't be done without giving them all earphones. It might be better than the current systems though, just not up to the cliched press release level, time will tell I guess.