3D Paying off for Logic Integration

Company immersed itself into 3D and sold a $130,000 projector at a 3D marketing event.

Robert Archer · May 24, 2010

Despite what you might think, not all CE pros have dismissed 3D.

Shawn Hansson, founder of Englewood, Colo.-based Logic Integration, is one installer who has embraced the opportunity to sell more video systems through interest in 3D.

Hansson has been aggressive with 3D marketing efforts, including new collateral materials and 3D parties that show off the capabilities of 3D.

Embracing an Unproven Technology

Hansson says his staff is fascinated with 3D. And when 3D recently came up with an affluent client, Logic Integration decided to learn more about it.

“We didn’t have any apprehension about 3D, and the customer was actually very curious about it,” says Hansson. “We installed a large system for him five months ago with an expensive Digital Projection (DPI) projector. The customer [subsequently] popped the question: is my projector old? Talk about an uncomfortable question. Our response was that it wasn’t old, but there is new technology with 3D coming in.”

The next step for Logic Integration was to get DPI involved in the sales process. So, DPI went to the client’s home for a 3D system demo. Once the client and his family saw how stimulating a quality 3D experience could be, the $130,000 sale fell into place.

“[As for the] in-home experience for the client, it was incredible with the active glasses, especially with gaming,” Hansson says. “The client brought his family, including his grandkids, and they played Microsoft 3D games and could not stop saying, ‘I can’t believe how incredible this is ... Grandpa you have to get one of these!’”

Besides the DPI demo, Hansson says Logic Integration also learned about 3D from Fred Scurti, Rocky Mountain regional sales manager for DPI, and a CEDIA class that Bill Craig, VP of sales & business development for Logic Integration, took at EHX Spring.

Hansson adds that Logic Integration also benefited from hands-on experience with 3D systems.

Drawbacks of 3D

Hansson says a couple of drawbacks with 3D include the commoditization of the technology, which could lead to having to deal with clients who aren’t early adopters, and current prices of the equipment. Other drawbacks:

  • 3D systems install differently than standard systems
  • Lack of content to support the hardware

Despite the drawbacks, Hansson is enthusiastic about 3D’s revenue potential and what it could mean for his business.

“Our plan is to in our showroom, install a 60-inch Sony TV and show gaming capabilities and movies,” he says. “Our investment is somewhat [substantial], but we are going to ride it for all it can go. Our company doesn’t see a huge value in watching 3D on a 40-inch TV. We’re trying to push it with larger screens.

“We are emphasizing 3D if someone is building a new theater or if a customer is thinking about upgrading or retrofitting. We’ll bring it up and we’ll give them a demonstration. If the demonstration goes well, they’ll want to do it. It’s a pretty easy sell once they see it.”

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  About the Author

Bob is an audio enthusiast who has written about consumer electronics for various publications within Massachusetts before joining the staff of CE Pro in 2000. Bob is THX Level I certified, and he's also taken classes from the Imaging Science Foundation (ISF) and Home Acoustics Alliance (HAA). Bob also serves as the technology editor for CE Pro's sister publication Commercial Integrator. In addition, he's studied guitar and music theory at Sarrin Music Studios in Wakefield, Mass., and he also studies Kyokushin karate at 5 Dragons in Haverhill, Mass. Have a suggestion or a topic you want to read more about? Email Robert at

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  Article Topics

News · 3D · Digital Projection · Logic Integration · All Topics
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