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Topic: THX Sold

Steve Kraus
Film God

Posts: 4094
From: Chicago, IL, USA
Registered: May 2000

posted 06-05-2002 03:38 PM

A reliable source told me that Lucasfilm quietly sold a majority interest in THX to Creative Labs (the Soundblaster people) last month.

This has not been independently verified although I did find corroboration that such a story is going around but not the facts therein.

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Joe Beres
Jedi Master Film Handler

Posts: 606
From: Minneapolis, MN, USA
Registered: Nov 2000

posted 06-05-2002 03:50 PM

Have a look at the thread in film-yak entitled: "LucasFilm Sell 60% Share of THX to Creative Labs." Brad posted an article with some details there.

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John Pytlak
Film God

Posts: 9987
From: Rochester, NY 14650-1922
Registered: Jan 2000

posted 06-05-2002 03:59 PM

I just received a letter dated May 28th 2002, from Tim Schafbuch, Director of THX Digital Cinema, making it "official" that THX has been spun off as an independent company called "THX Ltd.". It says "The creation of THX Ltd. will allow THX to offer a wider range of products and services and to develop more strategic partnerships across the broader digital entertainment industry. In addition, by forming a separate company, THX Ltd. will also be able to accommodate outside investors".

The letter was printed on new letterhead with the divisions noted as "THX Theatre", "THX Studio", "THX Home", "THX Mobile", and "THX Games".

Address is:

THX Ltd.
Post Office Box 10327
San Rafael, California 94912
Telephone: 415/492-3900
Facsimile: 415/492-3930

------------------
John P. Pytlak, Senior Technical Specialist
Worldwide Technical Services, Entertainment Imaging
Research Labs, Building 69, Room 7525A
Rochester, New York, 14650-1922 USA
Tel: +1 585 477 5325 Cell: +1 585 781 4036 Fax: +1 585 722 7243
e-mail: john.pytlak@kodak.com
Web site: http://www.kodak.com/go/motion

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Steve Kraus
Film God

Posts: 4094
From: Chicago, IL, USA
Registered: May 2000

posted 06-05-2002 04:37 PM

Ah, thanks Joe. I did do a search first but only this forum.

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Mark Lucas
Film Handler

Posts: 44
From: CA, USA
Registered: Mar 2001

posted 06-06-2002 03:33 AM

So what will this mean for THX? Does THX mean anything anymore?

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Stephen Furley
Film God

Posts: 3059
From: Coulsdon, Croydon, England
Registered: May 2002

posted 06-06-2002 03:50 AM

"So what will this mean for THX? Does THX mean anything anymore?"

Did THX *ever* mean very much?.

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Adam Wilbert
Jedi Master Film Handler

Posts: 590
From: Bellingham, WA, USA
Registered: Mar 2002

posted 06-06-2002 03:55 AM

THX means something to the customers who think you can buy THX at an electronics store and turn it on and off.

I know of a chain that builds to THX specs, but doesn't have their screens certified anymore because they found that the public has been so confused by the over branding of all things electronic that the THX logo has ceased to be a drawing factor when choosing a theatre. Its unfortunant too, because simply having Digital Sound in no way ensures great acoustics. THX has lost its value as a measurement of a theatres commitment to presentation and there seems to be no replacement, other than spending your own money to decide which theatre to frequent.

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Adam Wilbert
Jedi Master Film Handler

Posts: 590
From: Bellingham, WA, USA
Registered: Mar 2002

posted 06-06-2002 04:03 AM

"Did THX *ever* mean very much?."

It did to me. I think that there are two types of movie-goers: those that simply want to see a movie, and those that will go out of their way to see a great presentation. Your theater is in a fixed location, so your attendence of "simply want to see a movie" types is related to the movies that are currently showing. (not much you can do about it) If you want to grab the "go out of their way" types, you've got to wow them. Advertising and being certified THX used to be a good way of doing that. IMHO.

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Gordon McLeod
Film God

Posts: 9532
From: Toronto Ontario Canada
Registered: Jun 99

posted 06-06-2002 05:39 AM

It still does the highest grossing complex in North America is THX certified
There testing and aglinment in most cases ensures proper playback and there design team usually spots and corrects many major problems before they get built

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Greg Anderson
Jedi Master Film Handler

Posts: 766
From: Ogden Valley, Utah
Registered: Nov 1999

posted 06-06-2002 07:44 AM

In Utah, THX still means a lot. There are theatres here which used to be THX certified and as soon as the owners dropped out of the THX program the quality of the presentation dropped off. When I saw Attack of the Clones in two auditoriums at the same "Megaplex" on the same day, the THX-certified presentation was an enormous improvement.

We'll just have to wait and see if this sale makes THX better or worse. Remember that things like Pixar and Avid are really Lucasfilm spin-offs and they seem to have done quite well on their own.

The general consensus seems to be that THX, over the last few years, hasn't been as great a thing as it once was. Perhaps with George Lucas' renewed interest in being a movie writer/director, he lost interest in THX. (Remember that THX started just as the previous Star Wars Trilogy was wrapping up.) Perhaps that was a factor in what you've perceived as a drop in the value of the brand name THX. And perhaps that means that giving up control of THX was exactly the best thing to do.

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Joe Redifer
You need a beating today

Posts: 12859
From: Denver, Colorado
Registered: May 99

posted 06-06-2002 07:55 AM

Unfortunately THX wasn't consistent. I have heard incredible sounding auditoriums that were THX certified and horrible sounding auditoriums that were certified. Have I mentioned that they were in the same complex? Overall though I think THX did more good than bad for the industry.

Anyway I think most exhibitors nowadays are super cheap and will pinch every penny they can. That means no THX installations and that could be why THX is being sold. Why spend any money on the projection booth and auditoriums anyway? That's stupid. Money is much better spent on a fancy lobby and nice concession stand menu boards! That's what the customers really want.

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Mark Ogden
Jedi Master Film Handler

Posts: 943
From: Little Falls, N.J.
Registered: Jun 99

posted 06-06-2002 09:37 AM

>>the highest grossing complex in North America is THX certified

Out of curiosity, Gordon, which complex do you refer to? My understanding was that the highest grossing 'plex in North America was the Loews Lincoln Square in New York City, followed by the AMC Century City 14 In Los Angeles. Both only have a few THX screens (in fact the Loews has only one).

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Steve Kraus
Film God

Posts: 4094
From: Chicago, IL, USA
Registered: May 2000

posted 06-06-2002 10:21 AM

My concern isn't with the certified theatres but with how much they've watered down the brand name by sticking that label on everything. They should just stick to movie theatres. However, since the main asset that Creative bought is the value of the name I doubt that there will be any reduction in licensing.

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Glenn Conatser
Film Handler

Posts: 73
From: Northern California
Registered: Aug 2001

posted 06-06-2002 11:31 AM

Mark,

From the NATO newsletter i receive, the highest grossing theatre in North America is the Loews Metreon in San Francisco. All 15 auditoriums are THX certified. The ironic thing is i can hear projectors and AC units in all auditoriums.

Glenn

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Mark Lucas
Film Handler

Posts: 44
From: CA, USA
Registered: Mar 2001

posted 06-06-2002 01:50 PM

I guess they have the "lite" version of THX certification.

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