Sim2 Presents 15 Products Celebrating 15 Years

Sim2 brought its executive team from Italy to the recent CEDIA Expo take the wraps off of a range of high-performance

projectors introduced this year for the custom-installation market, highlighted by a new one-chip DLP 3D solution.

In total, the company show cased 15 products introduced in 2011 to symbolize its 15th anniversary celebration this year,

which coincides with the 150th anniversary of modern Italy. Models are distributed between the Crystal, Nero, Lumis 3D,

Mico and Cinema series.

“Our target was to provide a range of products that can fit 95 percent of our customers’ requests from the performance

point of view and the price point of view,” said Maurizio Cini, said Sim2 Multimedia president.

Highlighting the assortment was Sim2’s new Nero single-chip DLP projector platform, including 3D capability that “sets

a new reference standard,” according to Alberto Fabiano, Sim2 USA executive VP.

The 3D version of the Nero platform uses much of the same high-quality optics and electronics as its ultra- high

performing three-chip Lumis 3D Solo cousin but in a lower-priced compact configuration.

The Nero offers installers a choice of three lenses (T1, T2 and T3) providing a total throw ratio of 1.37- 3.9:1 for

installation flexibility.

The lenses are part of Sim2’s Unified Throw Ratio concept, which makes specifying and upgrading within the Sim2 line

very easy, the company said.

To aid calibration, Sim2’s Live Colors Calibration 2.0 software allows adjustment of primary, secondary, and white-

point color coordinates in both 2D and 3D, enabling experts to accurately calibrate the final image on-screen via a

user-friendly PC-based interface.

Nero is described as the platform for a line of premium single-chip FullHD 1080p/120Hz DLP projectors that includes the

Nero 3D-1, Nero 3D-2, Nero 3DHighBrightness and Nero 235. The assortment will offer consumers four different feature

sets, depending on the model, including 3D, high brightness, high contrast and 2.35:1 aspect ratio.

Suggested retails for models in the series start at $19,990.

A highly styled projector cabinet ships with all the models in an appropriately named Nero Black color.

Fabiano said that unlike some competitors who have elected to drive prices and performance lower to attract a broader

market segment, Sim2 will stick to its guns by making products that appeal to affluent customers “who don’t really

care how much the product costs.”

For that reason, Sim2 is looking to carefully expand its dealer base by adding only those accounts that “are able to

support the brand in the appropriate way.”

“While the market continually downgrades, often building to a price to survive in this difficult economy — we stay

true to our high-performance, reference-standard roots,” Fabiano said. “Our in-house R&D team continually boasts

industry firsts, and CEDIA 2011 will certainly not disappoint.”

Among other products on display were the Lumis 3D Solo, which is a single three-chip DLP projector configuration in

contrast to the more costly doublestacked Lumis 3D Duo introduced last year. The Solo is based on active-shutter 3D

glasses technology from Xpand with Triple Flash 3D technology implemented by Sim2 and Texas Instruments.

The company also showed its Mico LED-lamp-powered projector line (with prices starting at $23,000 suggested retail)

including the new 150 model. The system is said to provide longer lamp life, a large color range, lower power

consumption and instant power-on and -off operation.