Says the press release: "Dolby Surround 7.1 brings a more exciting sensory experience to audiences for 2-D and gives content creators control over audio placement in a theatre when mixing 3-D movies. The ability to compose audio with visual elements of 3-D allows content creators to immerse the audience deeper into the movie with dramatic realism."
Dolby is demonstrating the format at the trade show using a demo reel of clips from past Pixar movies featuring the discrete 7.1 mix. But Toy Story 3 will be the first-ever feature released with a sound track mixed in this advanced format.
ShoWest is of course the site of the earliest screening of '3' and attached short film Day & Night. Reports from the screening, set for 11:15 AM local time (minutes away at time of publishing), are sure to emerge later on in the day, so stay tuned.