08.03.2007 — When you think soundproofing, you probably don't think green nor glue. In fact, the name Green Glue Company might more likely raise mental pictures of Slimer from Ghostbusters or of the thriller Soylent Green.

"We basically just tell the average individual we're in soundproofing," quips Ted White, vice president of sales for Green Glue. Indeed, the viscoelastic technology of Green Glue creates a soundproofing material that dampens vibrations.

That material has become quite popular. In fact, millions of square feet of the product have been used to soundproof walls, floors and ceilings, according the company's Web site.



Now, though not new to CEDIA Expo, Green Glue will have its own booth at the show. "We sell to the CEDIA people now; we have for a long time," White says. "The past two years, we had a joint presentation with the Home Acoustics Alliance … we figured it was about time to have a dedicated space. We're just looking to get the message out there."

That message is about cold hard facts, White points out. "Obviously, with our product, it brings a very high level of sound installation to the table at a very low cost," he says, "We have more lab data than anybody."

When asked about the salability of the Green Glue product, White paints a practical picture. He suggests the scene of a man entering into his new home theater at 9 or 10 p.m. to lay into some deeply penetrating guitar licks.

"Lord knows that anybody spending a lot of money on a high-end system would like to turn the volume up once in a while. It's a real disappointment to have his wife come down and tell him to turn it down." The Green Glue product can contain that sound -- and not as a $5,000 line item, but more like a $1,500 line item.

Green Glue, unlike Soylent Green, is not people. Like the old movie, however, it promises to be engaging, and informative to its visitors at the Expo.