July 16, 2007 by Rebecca Day
Atlantic Technology and Epson America last week announced a joint project wrapping custom-designed Atlantic speakers around an Epson 1080p projector. Named the Epson Ensemble 1080 Home Cinema System, the complete home theater package is targeted to what the companies see as an untapped consumer segment between the mass market and custom installation.
The Ensemble system requires installation by specialty A/V dealers, according to Atlantic president and CEO Peter Tribeman and Rajeev Mishra, Epson’s director of new ventures, who unveiled the system to reporters in New York. Installation time is estimated at 4 hours which gives installers a predictable window allowing them to complete two systems a day at generous margins, the companies say. Ensemble will be sold under a unilateral pricing structure into the specialty channel where sales staff can demonstrate and explain the product to consumers.
Ensemble comes in two versions: a 1080p package with a suggested retail price of $6,999, and a 720p system with a list price of $4,999. The systems are due in stores in November. Mishra says the company is prepared to support sales of the value-priced system with consumer financing programs. Roughly 18 months in development, Ensemble includes a housing stuffed with a motorized 100-inch projection screen along with left, center and right front speakers. The projector is encased in a cradle that houses specially designed surround speakers. A cable management system runs power, HDMI and speaker wire inside a track that keeps wires hidden. The system subwoofer houses all amplification for the system. A control module with DVD player and video inputs completes the package.
The system is being sold through Epson’s specialty dealer base and will not sell through Best Buy or Circuit City, according to the companies, who will look also look at distribution options through Atlantic’s dealer base. “We’re going to allow dealers to make a very good margin on this product for demonstrating it properly,” Tribeman said.
Go to www.epson.com or www.atlantictechnology.com for more info.
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