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Topic: EX Format Dying breed
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Steve Guttag
We forgot the crackers Gromit!!!
Posts: 12814
From: Annapolis, MD
Registered: Dec 1999
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posted 12-04-2009 08:26 PM
While it is true that there are times when the new technology boosts sales...EX was one of those. I, personally, don't know of any dealer that pushed for it though. All of the exhibitors told US they HAD to have it by May 19th (Star Wars Ep. 1). The exhibitors were literally begging us! And were very thankful when we told them we could get them set up in time. SA-TENs were in very short supply with both the UK and US cranking them out as fast as they could.
When I was putting it in I actually felt pretty bad about it...the SA-TEN was such an ill conceived product that every time I put one in, there was a "gotcha" in there. It played the nicest with the CP500...with the CP55/65 you had to modify the control board, the DA20 had to have resistors cut out and non-Dolby processors had their own set of "whoops". It did okay with the CP200 as well (what doesn't?).
I remember loading up an Astro van with SA-TENs, QSC amps, and wire/cable and then going from theatre to theatre putting them in/tuning...calling Dolby to find the latest kludge that needed to be done...and it all turned out to be a bit of a sham in that I later heard that the exhibitors didn't need to install it after all...they were just encouraged to. But everyone wanted to relive the 1977 boxoffice experience again.
So as a Dealer, yeah new desirable technology can often help the bottom line but you'd be hard pressed to find many dealers in this industry that are PUSHING the latest piece of crap the moment it comes out. Just the opposite...it often opens the doors to a whole list of new problems. In the case of EX...I don't recall anyone that I spoke with really touting as being great. At least with digital audio, there was a clear and immediate impact on the sound track...particularly the discrete part of it as well as the increased dynamic range over the optical track. It also got us stereo surrounds for the masses. And even with that...the headaches came...tracking issues, film coming out of readers...roll around rack systems...you name it.
Steve
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