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
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.