As the high-end home theater market shrinks, and takes the prices of projection screens down with it, Dave Rodgers finds his company in a unique position.
"We've set up our pricing and business strategy for this market," said the marketing manager of Elite Screens. "Even though we have a full custom line, we have such a strong foothold in the retail market that we're not afraid to cut prices. Even in a bad economy, there's still opportunities for everyone."
Elite Screens' line range from the sub-$200 manual pull-down family to the new Raptor Modular, in which the screen assembly detaches from the furniture housing so it can stand alone. The screens use Elite's CineWhite Tension 1.1 gain material for enhanced flatness. The non-tensioned models come in 84- and 92-inch sizes; the Tensioned Modular comes in 780, 84- and 92-inch sizes. Both models come with a 16:9 aspect ratio. Pricing starts at $3,263.