In the rapidly changing world of consumer electronics,
it is nearly impossible to stop long enough to assess
the significance of the products that we work
with every day. Over the course of a couple weeks,
however, I attended two events where technology
from our industry was put into historical context.
The first occasion was a luncheon honoring
Lutron’s founder Joel Spira for his donation of
materials from his company’s 50-year history to
the Smithsonian’s National Museum of American
History. The second event involved legendary
filmmaker Francis Ford Coppola’s endorsement
of SIM2’s video projectors during a press conference
at the director’s 1,650-acre Rubicon Estate in
Rutherford, California.
Although SIM2 provided greater star power, there
is no doubt that Lutron’s event offered more historical
punch. During the private luncheon at the iconic
Washington D.C. museum, Spira and his wife Ruth,
officially donated an early version of the original solidstate
Capri dimmer manufactured by Lutron in September
1964. Also part of the donation is a retail display
featuring the fully functional dimmer and other
Lutron dimmers and lighting-control systems.
Sometimes, it feels like the CEDIA channel is
working in a vacuum of early adopters and niche
brands that the broader consumer market has
never heard of. That’s why learning that the Lutron
donation would join other artifacts in the museum’s
Electricity Collection, such as experimental
light bulbs from Thomas Edison, made our industry
seem so much more significant.
The SIM2 experience stood out in a different way.
The event was essentially the official launch of an advertising
campaign featuring Coppola’s endorsement
of SIM2’s projectors. Coppola, who has used the Italian
manufacturer’s projectors in his post-production
facility for the past two years, said he came to SIM2
looking for a projector after doing a lot of research
into his options. He clarified, however, that he was
not paid or approached by an agent to endorse the
products. He just really likes them, he said.
Now, other than from a celebrity standpoint,
how does this merit equal billing to the Lutron
event? The answer, again, has a little to do with
a broader recognition of our industry, but it also
comes from an observation I made inside Coppola’s
Rubicon Estate museum.
The museum showcases the history of the Coppola
family and that of the winery itself (it once
housed the famous Inglenook brand), but it also
features an impressive shrine to early motion picture
projection artifacts. Upon seeing this thorough
collection, it was clear to me that Coppola not only
knows a lot about the art of filmmaking, but also the
technology used to display his work.
His films used to be projected through celluloid,
but now Coppola has proudly made a complete
transition to digital, which is why he wanted to
work with SIM2. Maybe one day SIM2 projectors
will be behind glass in his museum’s collection. For
now they are just a very relevant addition to the
historical timeline of technology.