Blame the Interior Decorators.
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Do you currently use acoustic room treatments in your home theater?
If no, is there something in particular that you are looking for in a product that would make you choose to move forward with acoustic room treatments?
I do not currently use room treatments in my personal home theater. Firstly, not all situations call for its use. Many times if I am installing a very directional set of front speakers for a customer I will move them closer to the outside corners and use the untreated wall to help control the sound field.
However, I do agree in most high end theaters a treatment should be used. As an installer all I do is try and talk people into spending their budget on "things".
example:
Me- "You should definitely go with a high definition projector in a room this large"
Customer- "No, our old Sony 27" we got as a wedding present will be fine"
A few weeks later they settle on a flat panel that they spent too much on.
In amongst all that bargaining I have yet to talk anyone into spending even a penny of their budget on acoustical treatments. Frankly, I just can't seem to justify using it in the average $3-5000 home theater. Most basic $5K home theaters are placed in poor locations namely because you get involved after the fact and then critiqued every moment by an interior designer who constantly informs you that your choice of rear speaker is "too large and ugly". I could just imagine what they would say if I wanted to cover the walls with these.
Keep in mind I am talking about the novice home theater user who is placing there setup in a living area. If you want me to sell your product your going to need to make it look like it isn't even there. In fact, that would need to be the products catchphrase "like it's not even there". Place it in a 20' roll form so it can be installed with as few seams as possible and most of all make it look neutral and flat.
If I'm lucky, I get to deal with one full blown mental Audiophile nut a year and I could probably sell him a salt shaker filled with the ashes of burnt tube amps if It guaranteed a more accurate reproduction of sound. He isn't going to be a hard sell on acoustical paneling. The 30 other clients I deal with are going to be.