Their demand may have waned since the end of the pandemic, but never count out the popularity of home theaters — or their ups and downs.
“During the pandemic, we saw a substantial surge in high-end home theater installations as people invested heavily in their home entertainment spaces,” says Michael Pyle, president, Centurion LV, a Harman/JBL dealer. “Although there’s been a slowdown since then, it’s not drastic. Our business model is centered around large, high-end installations, averaging about five projects per year. Many of our current projects, especially basement remodels, were initiated during the pandemic and are now being finalized. While new sales have decreased over the past six months, we’re still busy completing projects that began a year or two ago.”
Logic Integration, a Screen Innovations dealer, is currently working on its first home theater installation in quite some time, says Shawn Hansson, CEO/founder. “Prior to the pandemic, we completed dozens of home theater projects annually. Although we’ve been handling more residential projects lately, the demand for home theaters has steadily declined since the pandemic. We still enjoy installing home theaters, but we’ve definitely noticed a shift in trends.”
What he is seeing in home theater interest includes customers in existing homes who are looking to retroactively install a theater, he adds. “Some have converted spaces in basements and unused basement offices. These have been smaller jobs with less product, and it’s always more difficult to deal with an existing structure than to start fresh on a new custom home build. Back before 2020, there was a more frequent push from the custom home builders we worked with to implement large home theater systems. They have just become less common.”
Potential home theater customers often don’t realize the vast array of options available to them, Pyle notes. “Our initial process focuses on educating them about what’s possible and available in the market. Many come in saying, ‘I want a theater, what should I do?’ From there, we work closely to narrow down their specific needs and desires.
“One of our key strategies is showcasing the versatility and range of JBL Synthesis, a brand that offers solutions for all budget ranges and room sizes,” he adds. “By leading with JBL Synthesis, we can provide tailored solutions that meet the unique preferences and expectations of our clients, ensuring they are fully informed and satisfied with their home theater audio choices.”
“There has been a noticeable dip in the entry to mid-market segments for home theaters since the end of the pandemic,” says John “The Forklift” Turchinetz, Eastern regional sales manager, KEF. “However, the high-end market remains incredibly steady. As a luxury goods provider, we continue to see growth in higher-end projects. These are not always dedicated home theaters, but are more integrated living space home theaters.”
There has been a shift in what integrators are offering, he notes. “Customers are scaling back from complex systems, relying more on their TVs as the central hub for entertainment. With the rise of digital streaming and cord-cutting, the TV is where all the apps reside. Dealers are now focusing less on additional remote controls and more on simplifying the setup for customers.”
KEF is seeing great interest in its powered wireless speakers and subwoofers, Turchinetz says. “Customers love the simplicity of these systems, especially when paired with nostalgic items like turntables. The ability to plug in a turntable and enjoy high-quality sound without a clutter of boxes is very appealing. Additionally, with the rise of streaming TV and voice remotes, a single or double KEF subwoofer can be easily added to enhance the experience, providing that deep rumble without needing a full speaker setup.”
Centurion LV takes pride in creating high-end home theater experiences that exceed client expectations, Pyle says. “Our latest installations prominently feature the JBL Synthesis SCL Series, renowned for its superior sound quality, cutting-edge technology, customization, and reliability. The series offers a range of high-performance loudspeakers designed to deliver immersive audio experiences for home theater enthusiasts. Each model is engineered with advanced technologies to ensure exceptional sound quality and seamless integration into a variety of listening environments. We take an engineering approach to home theater design, meticulously assessing room size and acoustics to recommend the appropriate JBL Synthesis components. This ensures each of our theaters is a truly engineered space.”
Beyond the technical aspects, JBL Synthesis also delivers an emotional audio experience, connecting clients with their favorite music and movies the way the director intended, he adds. “The JBL Synthesis SCL Series offers solutions for various budgets, making it an ideal choice for any high-end home theater installation. This flexibility ensures that, regardless of the budget, our clients receive a premium audio experience. Plus, aligning with JBL, a name synonymous with excellence in the audio industry, enhances our reputation as a high-end installer committed to delivering the very best.”
Tip Line
The theater experience is far from dead; it has simply relocated to your home, Hansson says. “In the past, people had to visit their local movie theaters to enjoy high-quality sound and picture, or they needed a full theater setup at home, complete with a film projector and someone knowledgeable to operate it. Such home systems were rare and not necessarily in high demand.
“For many years, going to the cinema was considered a social event, where people eagerly anticipated outings with friends and family to watch the latest Steven Spielberg film. However, the advent of large-screen TVs, high-quality projectors, and motorized screens changed everything. People who wanted the movie theater experience could now have it at home with the push of a button.
“Today, large TVs offer such high resolution, and digital home audio systems are so convenient, that most people prefer not to dedicate a room solely to a classic theater setup,” Hansson adds. “Instead, they opt for a Sonos system and a 100-inch TV in their living rooms. By understanding the history of home theaters and recognizing the benefits of a high-quality viewing experience, we can always tell our customers that enhancing their viewing experience is key. While the convenience and adequacy of a Sonos and 100-inch TV combo cannot be denied, it still doesn’t compare to the immersive experience of a true surround sound theater configuration with a 4K projector and cozy recliner seats.”
Pyle recommends emphasizing the immersive, cinematic experience a home theater can provide, transforming movie nights into something special. “I always discuss the versatility of modern home theater systems, which can be used for gaming, streaming concerts, watching sports, and as part of a whole-house automation system,” he says. “And I explain to homeowners the long-term value and future-proofing a home theater delivers. High-quality installations can be a long-term investment, increasing the home’s value.”
In addition, the ability to customize a system to fit a homeowner’s space, needs, lifestyle, and budget, whether it’s a new build or a remodel, is critical to delivering the ultimate home theater experience, he suggests. “And I always suggest a demo. Experiencing the difference in sound and picture quality firsthand is a powerful motivator.”
“Go back to the basics and always start by understanding exactly what the client wants to watch and listen to,” Turchinetz sums up. “Dedicated theaters are less common now; most clients prefer multipurpose use spaces. The key is to integrate home theater systems seamlessly into living spaces, such as open floor plans that combine the living room and kitchen.”
