the glamour of technology - sim2...

The Glamour of TechnologyNew York, 29 November 2007

In Co-operation with

THE GLAMOUR OF TECHNOLOGY

CCrreeaattiinngg tthhee GGllaammoouurr ooff TTeecchhnnoollooggyy

THE LOCATION

An Italian Design Furniture Showroom, So-Ho, New York, NY

MADE IN ITALY: Italy s top furniture companies have chosen this

showroom to introduce their high-design products to the American

market. Each products represents a well-known international cultural

taste, and expresses unmatched qualities.

THE STAR OF THE SHOW

SIM2 s C3X 1080 is the smallest and highest-performing Full HD

3 Chip projector on the market. The C3X 1080 proves to be creative

tool for designers and installers alike, as it is capable of delivering an

emotional impact in every application while complementing a room s

interior design.

SIM2 has organized a specialevent the Glamour ofTechnology in New York Cityat the sumptuous surroundingsof a New York Showroom inSo-Ho to unveil anextraordinary projector: theGRAND CINEMA C3X 1080.

With the Glamour ofTechnology event, however, wedid not want to limit ourselvesto mere technology solutions,no matter how innovative andrevolutionary these may be.

Our goal was to reach a newaudience including designersand architects to showcaseSIM2 s ability to create astunning centerpiececomplementing décor ratherthan detracting from it. Indeed,with C3X 1080, you canimagine a new art-form; one inwhich you can choose yourown personal video dècor andexpress yourself in swathes oflight and color, says SIM2Multimedia President MaurizioCini.


TTeecchhnnoollooggyy sshhoowwccaasstt

THE STAR AND THE SUPPORTING CAST

Five SIM2 projectors were installed:

n. 2 C3X 1080: best in a leading role

n. 1 ProC3: best in a supporting role

n. 2 HT3000E: best in a supporting role

The C3X 1080 proves to becreative tool for designers andinstallers alike, as it is capable

of delivering an emotionalimpact in every application

while complementing a room sinterior design.

The C3X 1080 is housed in astunning, high-gloss sculptedcabinet DESIGNED BY GIORGIO

REVOLDINI with the company strademark, flowing lines.

Revoldini, who has designedseveral SIM2 models, has won

several prestigious internationalindustrial design awards,

including a 2006 Good Designmedal, administered by the

Chicago Athenaeum acoveted award in industrial and

graphic design.

”The exterior form hints to theinternal functions; a form

recalling shapes of the pastand a strong personality,” says

Giorgio Revoldini. ”The C3Xseries cannot camouflage itself

but becomes an attractiveelement that suits a diversity of

interior decoration styles.”

ABOVE: Giorgio Revoldini,Designer


SSIIMM22 aanndd iittss TTeecchhnnoollooggyy PPaarrttnneerrss::TTeexxaass IInnssttrruummeennttss

SIM2 s C3X 1080 is thesmallest and highest-performing Full HD 3 Chipprojector on the market, andis one of the first to useTEXAS INSTRUMENTS DLPProducts latest DarkChip 4chip to integrate superiorcontrast and benchmark-quality 1080p video displaywith the functions andfeatures required to powertoday s sophisticated hometheaters all within thedramatic industrial design forwhich SIM2 is justly famous.

“The latest SIM2 1080pprojectors offer a incrediblenew option for the ultimateviewing experience in thehome,“ said says NancyFares, Manager, DLPCinema® and 3-chipprojectors at TexasInstruments. “By choosingDLP Technology with provenpicture reliability, SIM2 hascreated an outstandinglineup of projectors that willdeliver consumers incrediblepicture quality and value foryears to come.“

“SIM2 has a rich history of providing high- performance, beautifully styled home theater solutions,“ says SIM2

Multimedia President Maurizio Cini. “The C3X 1080 represents the pinnacle of performance and design we call it the

Glamour of Technology . Now available, the C3X 1080 is an innovative, brilliantly crafted centerpiece that will deliver a

breathtaking cinematic experience in the home.“

ABOVE: Ward Pitkin, BusinessDevelopment Manager, DLPCinema Products, TexasInstruments

ABOVE: Maurizio Cini, Presidentand CEO, SIM2 Multimedia


SSIIMM22 aanndd iittss TTeecchhnnoollooggyy PPaarrttnneerrss::DDoollbbyy LLaabboorraattoorriieess

The Glamour of Technology evenwas also the perfect setting toannounce the CO-OPERATION WITH

DOLBY LABORATORIES to exploit anew technology that will becomethe next revolutionary way ofdisplaying images.

Most current LCDs utilize Cold Cathode Fluorescent Lamps that light up the entire LCD panel 100

percent of the time regardless of the displayed image. Dolby s HDR technologies rely on LEDs, which

are restricted to specific regions of the display and only light when needed by the image. The primary

benefits are that they provide increased contrast, increased dynamic range and reduced power

consumption. The end result is blacker blacks (true black).

HOW DOES HDR DIFFER FROM CURRENT LCD DISPLAY

ABOVE: A demonstrationcomparing Dolby s HDRtechnologies in a LCD display withbacklight solutions utilizing LEDtechnology (left) with localdimming beside a LCD display(right) with a traditional ColdCathode Fluorescent Lamps(CCFL).

SIM2 and Dolby are in factworking together to develop anew prototype high dynamicrange (HDR)-enabled liquidcrystal display (LCD) flat screenusing Dolby s new light-emittingdiodes (LED) local dimmingtechnology and SIM2 R&Dexpertise

Through its work with Dolby, SIM2continues its long-term focus ondelivering new and innovativetechnology solutions that enhanceentertainment by making theexperience as close as possibleto reality.

“Dolby is really happy to beworking with SIM2 Multimedia,“said Bharath Rajagopalan. “ Weare now one step closer tobrightening the future of LCD TVimage capabilities with Dolby sHDR technologies.“

ABOVE FROM LEFT TO RIGHT: Bharath Rajagopalan, Senior MarketingManager, HDR, Dolby LaboratoriesGiorgio Corazza, President, SIM2 USA Inc.


DDiirreeccttoorr DDaavviidd LLyynncchh TTeeaammss wwiitthh SSIIMM22

Legendary Hollywoodfilmmaker, painter, composer,and performance artist DAVID

LYNCH PARTICIPATED AS A

SPECIAL GUEST - via videoconference - in the launchevent for SIM2 s new GrandCinema C3X 1080 projector.

Three-time Academy Award forBest Director nominee andwinner at the Cannes andVenice Film festivals, Mr. Lynchis not just a SIM2 fan, heactually owns a SIM2 projector.He selected SIM2 for hispersonal production studio inwhich he edits all his projects.

During the event, Mr. Lynch spoke briefly about his experience with his SIM2 projector, and answered

questions from the audience. When asked about the importance of digital theater, he replied, There is no

more film. Digital is the future of cinema, and it s better in every way.

Speaking of the new C3X 1080 projector, he added, This SIM2 three-chip projector is beautiful, and its image

looks pristine on the screen.

I am a perfectionist, and when Iwas searching for a projector formy studio, I tested manybrands. SIM2 beat them all bymany, many miles, Lynch said.

SIM2 was honored to receivethe endorsement from such afamous Director for the qualityof its video products. We thankMr. Lynch for taking the time toparticipate to our event.


LLeett tthhee PPaarrttyy bbeeggiinn......

ABOVE: SIM2 s CEO, Maurizio Cini, presents the C3X 1080 projector at a crowd of over 100 people.

Bottom picture on the right shows Giorgio Corazza, SIM2 USA president, Alan Roser, Managing Director SIM2

UK , and Maurizio Cini.


“Looking for an ultra high-end 1080p home cinema projector that you won t want to hide in a cabinet? Well, SIM2 seems

to own this category and the latest edition is now shipping and it looks great. I had the opportunity to check them out and

see David Lynch in full HD from his home in California (I think). He loves the SIM2 and picked them out of a handful of

other high-end projectors. The C3X 1080 is the smallest and most powerful full HD 3 chip projector available today.

It certainly owes a lot to TI s DLP DarkChip 4 that enables it to output such great video.

...the picture quality is incredible.“CrunchGear.com


“This is so unbelievably clear.“ - VIBE

“The red glossy finish resembles a Ferrari.“- Black Enterprise

“What a great venue to show this off. Very sophisticated.“ COMPLEX


“Italian manufacturer, SIM2, showcased the new-generation design of its Grand Cinema C3X projector in New

York s Soho last night. Pitched as the “Glamour of Technology“, the swanky event featured SIM2's C3X 1080

Full HD 3 Chip projectors - which integrate Texas Instruments DarkChip 4 chip to achieve superior contrast

and 1080p display quality - utilized as sophisticated focal points in a high-end show home.“Residential Systems


“It's been a tick since we've seen a swank new projector from SIM2, but on paper, it looks like the wait was

worth it. The firm's new-generation version of the Grand Cinema C3X (dubbed C3X 1080) features a gorgeous

Giorgio Revoldini-designed chassis, TI's brand new DarkChip 4 DLP device, a 10-bit video processor, HD

scaling and deinterlacing capabilities, 1080p24 support, a 10,000:1 contrast ratio and color-management

software that enables installers to "precisely match each projector to its home theater environment.“www.engadgethd.com

We want to thank all of those

who have been involved and helped

us make this such a successful event.

An extra special thanks goes

to the Showroom s staff for allowing

us to use their beautiful venue.

Thank you!

the glamour of technology - sim2...

Documents