Top Runco Dealers Debate THX Certification

With much fanfare, Runco unveiled the first-ever THX-certified projectors at the CEDIA Expo last year. The Runco VX-2cx family of projectors and the Vidikron Vision models 90t and 100t -- all 3-chip DLP projectors -- all bore the vaunted THX logo.

Seven months later, THX invited dealer feedback during the Runco Getaway in Los Cabos, Mexico, where top Runco dealers and reps actually convened for some serious meetings between the belly-flop contests and wine-tasting soiree.

The verdict on THX-certified video? "Nah, it doesn't really matter. …I guess it's one more thing to talk about," said one dealer.

THX vice president of sales Robert Hewitt and the Runco crew worked hard to sway the skeptics.

"There is a need for a performance benchmark for people to understand what represents good quality," Hewitt said. "People come up with [their own] ways to validate their claims. It's confusing for consumers to understand. … I believe THX helps that process for consumers."



While unsure of the marketing potential of the THX logo, dealers did not seem to doubt the stringency of the THX certification process. Hewitt said the process involves "over 400 data points" involving such characteristics as luminance, contrast, color gamut, scaling, deinterlacing, and motion/video conversion. THX also tests a product's ability to display "miscellaneous content" such as photos, according to Hewitt.

Hewitt said he expects very few vendors to land THX certification after the first submission. "If we had a certification process where everything passed," he said, "it's not a very good standard."

The Screen Effect

One issue that stirred debate was the size and type of screen used to test projectors for THX certification.

The first question involved small screen sizes. Does a product have to be able to project a minimum-sized image in order to qualify for certification? "Not now," Hewitt said, explaining that THX is currently working with premium providers of the "biggest and best projectors. … We don't really need to rush off and license the smallest products."

The bigger issue among dealers, reps and Runco folks concerned maximum screen size. "Maybe the manufacturer says it [the projector] can go 200 inches," said Andrew Turner, Western Region Product Specialist for Runco. "Can it? Is there a THX certification for that?"

Not today, said Hewitt, who did like the idea. Runco chief Sam Runco said, "We started with 90 inches. We knew that this was going to be a work in progress."

Besides the size of the screen, the material would be an issue, as well, said one dealer, who noted that projector quality often depends on the screen. "How do you play the politics with that?" he asked.

Hewitt replied, "Yes, that's a problem. The projector could only be as good as the screen. I suppose we could make recommendations, but that would be tricky." He added that current THX certifications on video screens deals more with audio, specifically, a screen's transparency.

(Here, Sam Runco quipped, "We're going to make sure to preserve the quality of Runco by adding THX Goo," referring to the paint-on Screen Goo that apparently turns any wall into a high-quality projection surface.)

Shedding Tiers

One concern raised by Runco integrators was the proliferation of THX tiers. There are so many that they begin to erode the value of the brand.

"Do you understand that the consumer doesn't distinguish between THX Ultra, Select, etc.?" said David Wexler, a principal of The Little Guys, Glenwood, Ill. "When you label like that, you wash out what THX is supposed to be: high end. …So salespeople no longer regard it. It kills what the whole concept is, which is to make it special, make it high end."

Hewitt conceded, "You're right, and I acknowledged that there are some problems there."

Nevertheless, he said, Runco clearly has some of the best-performing projectors, and not all THX-certified projectors would perform as well. "It was clear that it [THX certification] would not be limited to Runco," Hewitt said, explaining that a certification does little if there is no critical mass. "We need to make sure that the partners we have, and the products certified, are legitimate."

So will there or won't there be multiple tiers to accommodate other projectors, and to differentiate Runco-like products from the others?

"In the beginning, I think there will be only the flagship classification," Hewitt said. "I suspect after you look out [into the future], products will continue to improve, and we will probably introduce a higher tier. There is no direct roadmap yet."

THX Reaching Out

Hewitt graciously accepted all of the questions and criticisms and voiced how important the feedback is to THX, which traditionally has not turned to the channel for advice.

"Typically the process has stopped after certification," Hewitt said. "This is the first time we are participating in a dealer/rep event. We want to have a stronger engagement with people that are selling the product, who understand what consumers are looking for."

In an effort to better engage integrators, THX is offering an expanded training schedule. Previously THX training occurred three or four times per year at the Skywalker Ranch in Marin County, Calif., which can be a hike.

THX is now taking the show on the road with eight to 12 events per year, including classes at the Electronic House Expo and CEDIA.

Hewitt solicited suggestions on all facets of THX, even the organization's marketing material. One brand new piece of literature was distributed during the event, with Hewitt promising to make changes to the material at the behest of dealers.

Sam Runco is bullish on the notion of certified projectors. He says that THX is his second-favorite three-letter word ending in "X".