Sony Android TV owners in the US can now download the Privilege app to access a small selection of 'IMAX Enhanced' streaming content, including Venom and documentaries.

IMAX Enhanced content
At CES 2019, it was announced that IMAX Enhanced content is coming to UHD Blu-ray as well as the FandangoNow and Privilege services in the US, and Rakuten TV in Europe.

The Privilege app is now available to download on IMAX Enhanced-compatible Sony Android TVs in the US. It can be found in the Google Play app store on your TV. Sony is the launch partner and is currently running a promotion where new TV buyers can redeem one IMAX Enhanced movie from Privilege.

- Receive one IMAX Enhanced movie when you purchase a select Sony 4K Android TV from 04/29/2019 to 05/30/2019 and choose from a selection of blockbuster movies, including Venom," Sony USA said.



Privilege also offers access to documentaries in IMAX Enhanced, which specifically means 4K HDR10 video with DTS audio. IMAX Enhanced is not a new format but rather a marketing label used to indicate that the content has been mastered in accordance to a set of requirements such as a larger aspect ratio and digital noise reduction.

- "It utilizes a sophisticated, advanced algorithm designed to produce the highest-quality, sharpest 4K HDR images. This advanced process accurately reduces noise and grain under the filmmaker’s guidance to best optimize the content for a much higher quality, higher brightness 4K HDR display format. Without this technology, high-dynamic range content can actually look worse than what was originally seen and intended by the filmmaker due to excessive noise and grain in the film," the website says.

 Also read: IMAX Enhanced gains momentum with new content & device partners

The roll-out of the app started this month and it appears to be a soft launch with a limited selection of content. Venom is available along with few documentaries previews. More blockbuster movies will follow. Currently, content must be redeemed through voucher codes as there is no subscription tier or purchase option. Privilege has a FAQ here.

Other than Venom, Sony Pictures has confirmed that Alpha, Spider-Man: Homecoming, and Jumanji: Welcome to the Jungle will be made available as IMAX Enhanced titles. The first content from Paramount will be available later this year.

Besides Sony, TCL has joined the movement, with a stated goal of launching its first 'IMAX Enhanced' certified TVs this year. On the audio side, Marantz and Denon along with Arcam, Elite, Integra, Lexicon, Onkyo, Pioneer, and Trinnov have joined the initiative.

- Source: Privilege, Sony, AVSForum