It's Friday night and a group of friends are sitting in a movie theater waiting for the movie to begin. The lights dim in the screen opens with a few...

It's Friday night and a group of friends are sitting in a movie theater waiting for the movie to begin. The lights dim in the screen opens with a few branded advertisements. One in particular is familiar, Dolby Digital, it's logo and sound often plays before many movies begin. What is Dolby Digital doing with its branding strategy?