CinemaTech Opens New Showroom in Los Angeles

The location at the Pacific Design Center allows clients to easily customize their dream home theater.

For decades, Hollywood has been known as the place where movies are made. CinemaTech is now using it as the place for homeowners to make sure they can watch those movies in the home theater of their dreams.

CinemaTech's new showroom allows clients to "test ride" all its home theater seating options.
CinemaTech’s new showroom allows clients to “test ride” all its home theater seating options.

The company has opened a new showroom at the Pacific Design Center in West Hollywood, Calif.

The CinemaTech West Design Center provides a complete turnkey showroom that includes every seating model the company offers, as well as leather, fabric and material samples. It gives the opportunity for clients to “test ride” all the different seating options while building their dream theater.

“We can, in a matter of 30 minutes or an hour, go through plans, put it on the video wall and go through all the options and renderings,” says CinemaTech president Michael Murphy. “We have 400 renderings clients can pick custom elements from. This makes the process so much easier and can save so much time.”

Home Theater Education

The LA showroom is more than just a sales tool for clients. CinemaTech is also using it to teach designers about what they need to know about installing home theaters.

CinemaTech vice president Matt Denton leads a CEU class at the Los Angeles showroom.
CinemaTech vice president Matt Denton leads a CEU class at the Los Angeles showroom.

The showroom hosts monthly Continuing Education Classes for members of the American Society of Interior Designers (ASID). The courses help designers understand acoustical treatments, sound isolation and interior design elements they should be thinking about when working on a home theater.

For those unable to make the monthly classes, CinemaTech offers those interested the opportunity to schedule a “Lunch and Learn” event or a unique CEU course event for an entire team or group. Those are available at the showroom itself or can be held at an off-site office.

Even for the visits outside of the showroom, CinemaTech still can show off its home theater seats. The company had two chairs installed in a Mercedes van that can be brought to locations throughout Southern California.

Expanding Business

Even without the LA showroom, CinemaTech has earned plenty of business since it was formed in 1999. The company has installed about 800 complete theater interiors and sold more than 25,000 seats.

CinemaTech president Michael Murphy, left, and vice president Matt Denton speak with guests during a TecHomeX boardroom session.
CinemaTech president Michael Murphy, left, and vice president Matt Denton speak with guests during a TecHomeX boardroom session.

CinemaTech already had a showroom at its headquarters in Dallas, but Murphy says California has always been a terrific market for the company, and this new location makes it much more convenient to reach clients there. He says the new facility is already paying dividends.

“This showroom is helping us get projects that we wouldn’t have gotten otherwise,” says Murphy. “We just got a very significant six-figure project specifically because of the center.”

Murphy adds CinemaTech may be on the way to picking up even more business through its showroom from people who have been driven there since TecHomeX.

“TecHomeX was very good,” he says. “It provided a good value for us, and I’m glad we did it. We definitely had several people attend our showroom who we met at the event and we are still in contact with them.”

To schedule a visit to the CinemaTech showroom, call 310-929-4226.