THX now a bogus marketing ploy?

[Drummerboy]

now that lucas sold THX and we see it plastered everywhere in all these levels (THX, Select, Ultra) is it really ALL that? Ive heard some recievers that dont bother with it and they sound great... whats the opinion out there?

 

[outsider]

I've always thought of it as a marketing ploy.
I'm not saying that some THX receivers might sound better than some non-THX receivers, but by no means does THX equal superior performance.

 

[j_garcia]

I don't think of it as a marketing ploy, but I also don't consider it as a big factor when looking for a receiver either.

 

[anamorphic96]

THX when it first came out for commercial cinemas in 1983 was a major breakthrough especially for sound. It setup standards in the industry that where just not there before. Now however it is a complete joke especially for commercial cinemas. A case in point is one of the theatres I work at was THX certified before we took over ownership and it was so close to railroad tracks you could feel and here the train go by. This theatre was built in 1996 as well. Back in the day when THX was taken seriously this would have never happend and this theatre would have never passed inspection. Nowadays as long as you have the money for the licensing fee you get certified. The ironic thing is just because a theatre is certified does not mean you will get a good presentation. It all comes down to the projectionist and technician and how well they notice things and maintain the equipment. If someone where to inspect all the THX certified cinemas across the US and Canada only half would probably pass the inspection process that was used back in the 80's and early 90's. But this is probably a stretch as well.

As far as consumer electronics go. The only thing you might get is a slightly better amp section in a receiver. But only slight. Because if it was designed properly in the first place it will meet or exceed THX specs.

 

[j_garcia]

In this area, the THX cert theaters are pretty decent actually.

My receiver is THX Select, but that wasn't a factor when I bought it. I really never use the processing either...

 

[anamorphic96]

In this area, the THX cert theaters are pretty decent actually.

My receiver is THX Select, but that wasn't a factor when I bought it. I really never use the processing either...

What theatre chain do you frequent ?

Passing inspection is extremely difficult. Considering more than 50% percent of houses do not have proper light on screen means it would not pass. Hell even the slightest bit of looby noise or an AC unit would cause the theatre to fail.

Sorry to be so harsh. Just want people to know that alot of times these so called THX houses are not up to snuff. If your close to the studios and Hollywood you have a better shot.

 

[gmichael]

THX changed HT for the better when it first came out. It was the first standard as far as I know. But now it doesn't mean as much as it used to.

 

[nibhaz]

My receiver is THX Select certified and my player is THX Ultra certified all this means to me is that both these pieces of equipment are guaranteed to perform certain task within a given set of parameters, and thus provide a certain level of comfort in knowing that the equipment meets my needs. However that does not mean that other products that do not have THX certification will not perform these functions as well or better than those that have THX certification. In fact, some pieces of equipment may perform better at a lower price point since they did not have to pass the cost of certification onto us the consumer. The different levels of certification merely represent different levels of guaranteed performance to fit the different needs of the end users. Whether or not a piece of equipment is THX certified should not be a major issue when making purchasing decisions, and one should be aware that the cost of certification is passed on to the buyer in the final price of the product. Only when THX certification is used as a selling point to the uninformed consumer does it become an unwelcome marketing ploy that cheapens its reputation.

 

[j_garcia]

What theatre chain do you frequent ?

Passing inspection is extremely difficult. Considering more than 50% percent of houses do not have proper light on screen means it would not pass. Hell even the slightest bit of looby noise or an AC unit would cause the theatre to fail.

Sorry to be so harsh. Just want people to know that alot of times these so called THX houses are not up to snuff. If your close to the studios and Hollywood you have a better shot.

Compared to other THX cinemas I've been to, the Centurys (mostly the Winchester ones, but the Mt View and Milpitas ones are OK too) in the area seem to have balanced sound and relatively correct levels. Whether or not they would pass an inspection I don't know, but they sound good enough for me to keep going to them.

 

[anamorphic96]

Compared to other THX cinemas I've been to, the Centurys (mostly the Winchester ones, but the Mt View and Milpitas ones are OK too) in the area seem to have balanced sound and relatively correct levels. Whether or not they would pass an inspection I don't know, but they sound good enough for me to keep going to them.

Century does do a pretty good job at maintaining there theatres. They have some good technicians in Northern California. The Mountain view site is well maintained and does offer above average presentations. Unfortunately I have not been to the Winchester sites yet. They have the massive 80ft wide screens if im not mistaken.

Century is also unique in that they have one technician for emergencies and one for preventive maintenance. This helps maintain quality in presentations and I wish more companies would use this method. Most circuits have one person servicing 100 to 150 screens. This includes providing PM and dealing with emergencies.

The midwest is where I have found that things suffer more than others. Especially isolated locations. They tend to get the raw end of the stick in that techs tend to be lazy about getting out to some of these places to stay on top of problems. They als tend to pay the worst and have a hard time getting good projectionists.

 

[jonnythan]

When you've got $50 THX computer speakers.... yes. It's a marketing ploy.

 

[outsider]

When you've got $50 THX computer speakers.... yes. It's a marketing ploy.

well said.

As for when THX first came around, I have no doubt that it was useful at the time, but it doesn't mean much anymore.

 

[jake51s]

Computer speakers meet different standards than other devices. Do remember what they used to sound like though?

THX certification is comforting to have on some stuff, would anyone have thought much of the Pioneer VSX-1015TX if it was not THX certified for around $500?

 

[MDS]

Why is that THX 'doesn't mean much anymore'? That implies that it was important at one time and is no longer. The THX certification requirements are proprietary and are not public knowledge. Can anyone point to any substantive information to back up such blanket statements? I doubt it.

THX is a respected name in the industry. They devised standards and got other companies to agree that following their standards is beneficial. Standards exist for all types of products and whether or not one personally finds any value in buying something that is certified to those standards , it does not mean that the standards have no value. Saying THX standards have been degraded simply because they sold the company is also baseless. It is fashionable to bash a company, its products, or standards when they become successful (think Microsoft) but in the vast majority of cases, those opining that said company and its products are worthless generally don't know what they are talking about.

 

[markw]

What always has bothered me is...

..THX certified cables. What separates these from "ordinary" cables, anyway?

 

[MDS]

..THX certified cables. What separates these from "ordinary" cables, anyway?

Who knows? The fatal error of logic however is to draw the conclusion that because (IF!) there is no value to thx certified cables, then there is also no value to thx certified amps, receivers, and speakers. The certification requirements are obviously different.

 

[Sheep]

..THX certified cables. What separates these from "ordinary" cables, anyway?

Well I think THX theaters use extremely long runs. Maybe they need to have low losses....?

For non serious THX certification (IE: Computers, Home Theater (in-home), Car etc.) its for ease of use, performance, and durability.

As for the computer speakers remark, go and compare non THX speakers to THX ones. I like the way my logies sound for Gaming, but i use cans for music.

SheepStar

 

[Drummerboy]

wow. love the opinions. No BS here! Just as i thought, when looking at receivers for home theater, the THX symbol only meant $$$$ where these standards are met and/or exceeded by receivers that are not certified. Of course being certified will add cost, that little logo costs YOU $$$$. This is a factor in my puchase decision. I was looking at that Boston Accoustics receiver that went from 2999 US to 999 US (at 60 pds???) and thought i could use that power, with rave reviews on the sound quality (im no expert). And Denon doesnt even bother with the THX unless you get to the HIGH end. Of course a 3806 will sound awsome... i just "rented" a Denon 886s from Best Buy... its ok, only 100 wpc, no THX and sounds pretty good, as powerful and clear as the Pioneer 1015tx as far as im concerned, which is Select ceritified... I just want a good receiver with LOTS off clean juice.... screw all the badges... 7.1 channels of pure sound with the basic decoding (DD, DD Ex, DTS, etc.) will be fine.... im still searching!!

 

[Buckeyefan 1]

I don't think it's a marketing ploy, but I do see his point regarding consumer A/V products.

Some may think Logitech's THX speakers are the best for PC's, not knowing Altec Lansing may be the better purchase without the THX rating. I've yet to hear a Logitech PC speaker I've liked.

The Pioneer 1015, Yamaha 5990, and Onkyo 703 AVR's are examples that just make the grade. One wonders if these units were made specifically to "just make the grade," or happen to fall within the guidelines. Check out THX's website, and you'll flip when you see how many products meet newer THX guildelines when you type in Onkyo and Pioneer.

http://www.thx.com/mod/products/productFind.html

From the website:

THX Reference Setting for Volume Controls: A key element that THX requires for receivers and pre-amps is the reference setting for volume controls. When a system is calibrated according to the manufacturer’s instructions and a movie is played back at this marked reference setting, (usually zero on the volume control), the audio experience will be at the same volume level that the movie was originally mixed and played back in a theater. To achieve THX certification, components must play at this reference level without breaking, distorting, buzzing, rattling or any other distracting effects.

This states their guidelines are based on a "0" setting on the volume control. Is this a fair way to rate a receiver, when less than 1% of consumers ever listen to their units at "0"? Whose to say manufaturers don't tweak their volumes to "make the grade?" There's a lot of wiggle room there IMHO.

I don't think anyone is going to get a raw deal by purchasing a THX certified product, but I do feel they should know a little bit about what the rating is, and where it comes from. How many of you know the difference between Select, Select II, Ultra, Ultra II, and Certified Multimedia without looking? I don't.

 

[Drummerboy]

good point... suffice it to say that having the certification will tell you that the product is "at least this good". It seems that in no way, however, products NOT certified are bad. After reading the opinions posted in this thread, it is clear to me that some manufacturers dont bother seeking certification while thier product would meet or exceed the standards... It just seems to me that THX has been "cheapened", but it just may be my perception. Being a business/marketing major i am all to aware of selling points...