CE Pro June 2021 - 70

HOME THEATER
design, and the ability to use the theater for other experiences
besides just watching movies, such as playing video games
and listening to music. Again, low price was lower on the list,
ranking as the fifth most-desired element.
Finally, the survey dug deeply into the features that integrators find most important in a media server, such as Kaleidescape. The data show that experiential elements are key, with
the features of HDR/Dolby Vision and Dolby Atmos topping
the list. Ease of use was the third most-desired feature, followed by the ability to access movies quickly.

Top 5 Media Server Considerations

1. HDR/Dolby Vision
2. Dolby Atmos
3. Ease of use/intuitive interface
4. Speed of accessing content
5. Established brand name
Dealers cite experiential-related feature sets as the most
important considerations for choosing a media server.

Dedicated Home Theater Profit Margin
Breakeven
6%
50%+
profit
11%

1% to
10% profit
10%
11% to
20% profit
17%

31% to
40% profit
29%

21% to 30% profit
27%

The median profit margin for a private cinema/dedicated
home theater is 27%. The shocking number here is that
6% of integrators report they breakeven on their home
theater installations.

KEF: THX-Certified Music Lounge Ideal for Dolby Atmos Demos
Currently, consumers are
looking to bring the theater
home, and are willing to
spend big if they're shown
what could be done in their
space, regardless of size. A
proven pitch is to present a
" good/better/best " scenario. Start with the best and
give the client the opportunity to step down.
KEF's Music Lounge in
its Marlboro, N.J., office is
accessible to KEF Authorized
Dealers to demonstrate a
variety of audio performance
levels in an environment akin
to a luxury home. The theater on site, which recently
received THX Certification
and is the only publicly
accessible certified theater
in the country, is available to

show off KEF's theater design chops. It has been a terrific laboratory, as over the
past six months dealers have
brought their clients when
the potential for investment
was significant.
In every instance when
demonstrating the highend THX theater speakers
vs. smaller speakers, the
customer chose to immediately switch from
the 6.5-inch $300/pair to
the 8-inch $800/pair to
$1,600/pair option on their
own. They were in awe
of the performance. How
could they not go for it?
The starting point at which
they were willing to invest
increased x2.
We walk around with

$800 smartphones that
get traded in every 24
months because the
phone companies have us
trained: The words " new
technology " mean " upgrade immediately! " Dolby
Atmos is now a commonly
requested audio coding.
When presenting Atmos
as " new technology, " you are

triggering something people
have been trained to understand. Atmos speakers are
a no-brainer upgrade to an
existing room and a worthwhile addition to a pending
theater quote. Show them
what's possible - you won't
regret it. -David Kroll, VP
Sales USA, Ci Product Manager Global, KEF

70  |  CE Pro June 2021	cepro.com

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5/11/21 2:48 PM


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CE Pro June 2021

Table of Contents for the Digital Edition of CE Pro June 2021

CE Pro June 2021 - Presentation
CE Pro June 2021 - Cover1
CE Pro June 2021 - Cover2
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