Dolby is known for its sound systems, but it's also developed imaging technology that could change how Hollywood can make movies and what you'll be able to see on your TV screen.
As much as they've advanced in recent years, TVs can still only display about one third of the colors the human eye can see. Dolby is trying to change that with Dolby Vision, a new TV technology.
"Dolby Vision brings to the consumer the things that he's always been looking for: high brightness display, but one that retains the contrast, the colors that you can see in the real world," the company's senior director of technology strategy, David Brooks, told CNET's Kara Tsuboi.
Dolby Vision aims to provide 40 times the brightness of today's TVs. In the demonstration, the colors of flowers appeared more saturated, and bright objects, like the sun, aren't washed out.
"Fire is incredibly bright and it's incredibly colorful. The two today just can not be displayed on today's television receivers. You can bring a lot more emotion and feel to the content," said Brooks.
Color plays a big role in influencing how an audience responds to a scene. With a few adjustments, colorists can change the time of day, refocus attention on one character or even set the mood.
"Where do I want your eye to go? Is that the stolen necklace? Is that the murder's tie? Why don't I go in and put a light on there," said Dolby colorist Shane Ruggieri.
Sharp and TCL televisions that feature Dolby Vision will be available to consumers later this year.