Is 3D Projection Viable in Great Rooms?
Definitive Audio says "it's premature to make a big investment in 3D right now."
Definitive Audio VP Craig Abplanalp (left) checks out a new SIM2 C3X Grand Cinema projector with SIM2 VP Alberto Fabiano. Definitive says cool projector styling allows its to sell more multipurpose room cinema systems.
It's more difficult to sell dedicated theater rooms these days. Fewer homeowners are willing to give up the square footage for a room that might not be used frequently.
Converting a large, open room for theater use is not simple. Challenges include ambient light, room acoustics, and where the heck to put the projector. The light output is especially concerning for the adoption of 3D in a great room, given homeowners must wear 3D glasses that cut the light output in half.
Also, the projector must be ceiling mounted in the middle of the room to preserve the proper throw distance and light output. But many homeowners, especially the lady of the house, don't want to see a large, unsightly black box dangling from their ceiling, listen to the unit's fan, or feel the heat from the projector.
Bellevue, Wash.-based Definitive Audio (No. 6 on the CE Pro 100) is seeing a transition to homeowners converting their great room into a multipurpose family room/cinema.
"In our experience, the dedicated theaters are still being done, but at a much slower rate," says Craig Abplanalp, vice president. "We are seeing a transition toward the multipurpose room that has one or two screens - a large flat panel that is used for normal daytime viewing and a larger movie screen that may drop in front of it for a theatrical type experience for watching movies."
So how has Definitive Audio addressed the challenges of selling front projection in a great room?
"In multipurpose rooms, it means we are not able to hide the projector. The projector is very visible," says Abplanalp. That makes the aesthetic of the projector important, and it's one of the reasons Definitive Audio has settled on the SIM2 product line. The Italian manufacturer is known for its sleek designs and bold colors that make the projector a centerpiece of design, not an eyesore.
"SIM2 has an aesthetic that its competitive manufacturers don't have," says Ablplanalp. "The styling alone of the SIM2 projectors makes it more desirable for those applications. It's also very quiet, and it runs very cool. So there is no heat, no noise and no clunky industrial look.
"The client can spend more of his investment on the projector and less on trying to hide it or plan for it mechanically in terms of air exchange. The projectors also use less power but still project a bright image using really good, efficient optical engine."
Definitive does not have a defined good/better/best offering for its projectors, but the 35-year-old company looks to work with the best manufacturers possible in every category. Abplanalp says his projection clients usually fall into one of three groups:
But what about 3D in a great room space? Abplanalp does not think the technology is ready for primetime yet in great rooms.
"We have clearly looked at 3D. We plan to have a 3D projector option available for our customers soon. We are working with SIM2 to complete a set up that uses two projectors with passive glasses," he says. "We prefer the passive glasses vs. the active shutters. The projector will do 2D as well as high-brightness 3D for those few 3D Blu-ray titles that are currently out."
"We are on top of the 3D category but we are not actively promoting it," he continues. "We are creating an opportunity in our showroom for customers to experience it, but we are leaving it up to them to decide how important it is."
He says clients in Seattle tend to be technologically astute. Many of them want the latest technology because they have to have it. "I think it's premature to make a big investment in 3D right now. The technology is still in its infancy. Currently, the media does not exist to support the investment," he says. "There is really nothing to watch."
Converting a large, open room for theater use is not simple. Challenges include ambient light, room acoustics, and where the heck to put the projector. The light output is especially concerning for the adoption of 3D in a great room, given homeowners must wear 3D glasses that cut the light output in half.
Also, the projector must be ceiling mounted in the middle of the room to preserve the proper throw distance and light output. But many homeowners, especially the lady of the house, don't want to see a large, unsightly black box dangling from their ceiling, listen to the unit's fan, or feel the heat from the projector.
Bellevue, Wash.-based Definitive Audio (No. 6 on the CE Pro 100) is seeing a transition to homeowners converting their great room into a multipurpose family room/cinema.
"In our experience, the dedicated theaters are still being done, but at a much slower rate," says Craig Abplanalp, vice president. "We are seeing a transition toward the multipurpose room that has one or two screens - a large flat panel that is used for normal daytime viewing and a larger movie screen that may drop in front of it for a theatrical type experience for watching movies."
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Join CE Pro editor Jason Knott on June 17 at 3:00 PM EDT to understand how to maximize the excitement and sales potential of 3D. Learn more
Solving the Problems
So how has Definitive Audio addressed the challenges of selling front projection in a great room?
"In multipurpose rooms, it means we are not able to hide the projector. The projector is very visible," says Abplanalp. That makes the aesthetic of the projector important, and it's one of the reasons Definitive Audio has settled on the SIM2 product line. The Italian manufacturer is known for its sleek designs and bold colors that make the projector a centerpiece of design, not an eyesore.
"SIM2 has an aesthetic that its competitive manufacturers don't have," says Ablplanalp. "The styling alone of the SIM2 projectors makes it more desirable for those applications. It's also very quiet, and it runs very cool. So there is no heat, no noise and no clunky industrial look.
"The client can spend more of his investment on the projector and less on trying to hide it or plan for it mechanically in terms of air exchange. The projectors also use less power but still project a bright image using really good, efficient optical engine."
3D Not Ready for Great Rooms
Definitive does not have a defined good/better/best offering for its projectors, but the 35-year-old company looks to work with the best manufacturers possible in every category. Abplanalp says his projection clients usually fall into one of three groups:
- Those looking for projectors under $10,000
- Middle-tier clients who are willing to pay more for performance in the $25,000 to $45,000 price range
- Cost-is-no-object customers who want a state-of-the-art digital theater
But what about 3D in a great room space? Abplanalp does not think the technology is ready for primetime yet in great rooms.
"We have clearly looked at 3D. We plan to have a 3D projector option available for our customers soon. We are working with SIM2 to complete a set up that uses two projectors with passive glasses," he says. "We prefer the passive glasses vs. the active shutters. The projector will do 2D as well as high-brightness 3D for those few 3D Blu-ray titles that are currently out."
"We are on top of the 3D category but we are not actively promoting it," he continues. "We are creating an opportunity in our showroom for customers to experience it, but we are leaving it up to them to decide how important it is."
He says clients in Seattle tend to be technologically astute. Many of them want the latest technology because they have to have it. "I think it's premature to make a big investment in 3D right now. The technology is still in its infancy. Currently, the media does not exist to support the investment," he says. "There is really nothing to watch."
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News · Displays · Projectors and Screens · Ceprolive · 3d · Sim2 · Definitive Audio ·About the Author

Jason Knott, Editor, CE Pro
Jason has covered low-voltage electronics as an editor since 1990. He joined EH Publishing in 2000, and before that served as publisher and editor of Security Sales, a leading magazine for the security industry. He served as chairman of the Security Industry Association’s Education Committee from 2000-2004 and sat on the board of that association from 1998-2002. He is also a former board member of the Alarm Industry Research and Educational Foundation. He is currently a member of the CEDIA Education Action Team for Electronic Systems Business. Jason graduated from the University of Southern California.
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I do not fully agree with the article. Leader D-Cinema is as EMMY Award wining company. Our main market is studio grade “D” Cinema DCP and 3D screening rooms for industry professionals and clients who simply want the identical experience that movie stars and movie moguls have. We manufacture the Leader Hollywood Format™ sound system, which is totally custom and optimized for each and every room…be it 200 sq ft (20 sq meters) to large scale theaters seating 500, 1000, or more. We also have our fair share of “E” cinema rooms also for industry pros and consumers alike.
There are thousands of examples of dedicated cinemas throughout the world. The pages of all the magazines certainly illustrates the creativity of hundreds of “home theater” installers across a wide range of room shapes and sizes and of course budgets.
The Convertible / Multipurpose room: true innovation from Leader Cinema. Over the past 25 years, Leader Cinema has created numerous rooms based upon our radical thinking. As radical as the concepts are, the end result is…where’s the equipment? Imagine 2 tons of gear in a 750 sq ft (75 sq meters) open plan living room for an international music executive…..and noting is seen. This is innovation. Located in Bay Harbor, MI bayharbor (dot) com this $ 650 million resort has prize homes in the multiple millions of dollars. This “Clap Your Hands” project may be viewed at the/web/site=leadercinema(dot)com With a price range of $ 450,000 USD such systems are the creation of highly specific goals and objectives for a major music biz superstar. Consequently one is afforded the luxury of a willing client and receptive architect. The results are that not one element is visible upon entering the living space….yet a 20,000 watt sound system, with front L-C-R and subs which alone consume 84 Cu Ft ( 3.8 Cu Meters), speaker weight 2500 Lbs (1159 Kgs) again is completely invisible. So too is the rear bulkhead that separates the open plan kitchen from the dining room/ living room. This bulkhead (massive) was designed to house the Barco DP90-P “D” cinema projector… a truly huge piece of equipment running on 220 volts and is exceptionally noisy… The completed installation is one worthy of Ferrari levels of overall performance….the projector noise in the room is dead quiet.
Another example of Convertible Rooms, is our Maui Hawaii waterfront project. Created for an entertainment industry executive, this concrete, glass and stainless steel residence is an architectural contemporary masterpiece. The open plan living room approx 2800 sq ft (80 sq meters) again is similar in concept to the Bay Harbor project. The Leader Hollywood Format™ sound system in Maui is even larger…the 6 surround channels alone tip the scales at 1680 Lbs (764 Kgs) with an overall volume of 42 Cu Ft (1.8 Cu Meters). Again unseen, as the ceiling void of just over two feet enables both the massive surround speaker array and room acoustical treatment to be incorporated over the 650 sq ft area ( 198 sq meters) of the “theater area”. The Hughes projection system is located in a credenza and projects an image 14 feet ( 4268 mm) in width. Again nothing is visible as one enters the expansive living room, which is sheathed on three sides by over 140 lineal feet (43 meters) of retractable glass walls. The $ 1.6 million project was completed in 1996, and still today its LHF™ sound system ( 28,000 watts) is among the world’s most remarkable systems. ( Main Screen Channels are 4 way active. Low frequency bass energy and balance has the ability to play across multiple musical genres including Hollywood level movie sound tracks. The balance remains totally balanced from a solo cello, to full symphonic Wagnerian masterpieces, to rock, pop, jazz and of course “Alternate Content” for D-Cinema. “Music to picture” live concert events can be presented with peak SPL’s approaching 130 dB SPL in each screen channel….and this includes studio grade deep deep low frequency extension down to 23 Hz, where at 20 feet, we can generate 125 dB SPL between 26 to 70 Hz in the Low frequency range.
These two examples are certainly in the exotic league and created for two clients with very specific needs.
In the lower price range, alternatives do present themselves. How does one place a very large scale stereo playback system into new construction for a French Provincial living room of 680 sq ft (208 sq meters). (Note: compact in wall speakers are useless for this application) Most speaker systems are really ugly when compared to exceptional furnishings. As an engineer and acoustician, I really get no pleasure at all form the appearance of speakers. As our systems are horn loaded in the mid band and hf, the systems do become quite large. Receptive architects and clients allowed for false walls and bulkheads to be constructed left and right of the fire place. This concealed our custom three way active mid bass-mid-Hf system @ 135 lbs each ( 62 Kgs each) The zero clearance fireplace was moved forward an additional 12 inches (30 cm) to allow for two low frequency enclosures, each weighing 120 lbs (55 Kgs) equipped with 2 x 15 inch woofers…tuned to 24 Hz. The ceiling height is just over 10 feet ( 3048 mm) The majesty of the performance is incomparable to merely placing a pair of exotic speakers in the corners of the room…which would obviously be on view…and the performance would certainly not match the 4 way (medium format) system with over 2800 watts RMS / 8 ohms available to each channel, for a system power total of 5,600 watts.
We so many examples in the press, where the room has not been provided with sub-walls, soffits or other means to enable large scale AV gear to be used without unsightly appearance. We are fortunate to have the engineering and manufacturing talent and capabilities to build such world-class sound systems without compromise while also being able to integrate the art of music into peoples lives….in multi-purpose rooms….so….”Clap Your Hands”….
web-siteURLis=leadercinema(dot)com