BARCELONA – Walking through the pavilions of ISE, the European trade fair dedicated to audio, we came across a black stand with a familiar logo: that of Leica.
No cameras though. In that space there is a projector, the Cine 1.
And yes, it costs a lot. It starts at €6,995 for the 80-inch model, we go up to €8,495 for the 100-inch one and reach €8,995 for the 120-inch one.
It is not a product for everyone.
It’s not just the price that tells us this but also the commercial strategy illustrated to us by Enrico FerrariEMEA Sales Manager.
No retailers for Cine 1 but only a network of trusted distributors which will satisfy the needs of those who not only want a cinematographic experience but also a very refined product, in terms of design – which when viewed from below almost resembles a building – and materials, with the body which is in aluminium.
It weighs anyway 15 kgwhich at ISE are supported by a piece of furniture designed by Spectral.
What’s special about it? Not only a lowered part in the center that can perfectly accommodate the Leica Cine 1 but also a retractable sheet that rejects the light coming from the sides and top to avoid reflections during viewing.
How is the Leica Cine 1 made?
Cine 1 is a short throw projector, therefore designed to stay a few centimeters from the wall. How many depends on the version: 14 cm for the 80″ version, 25 for the 100″ version and 36 for the 120″ version.
Images in 4Ksistema surround Dolby Atmos, the exclusivity triple laser RGB LIO technology e the Summicron lens for natural color rendering, detailed shades and an exceptional contrast ratio.
Then there is no shortage connectors of all kindsand, from cable to HDMI, Wi-Fi and Bluetooth connectivity, the ability to use it as a speaker and an operating system, VIDAA, which makes it similar to a smart TV, so you really won’t miss anything.
The laser technology used by Cine 1 for more requires significantly less power than a comparably sized OLED TV, and it is highly recyclable.
Who is it dedicated to?
Leica Cine 1 resembles a TV in terms of functionality but is not comparable to a television.
Not even in terms of target.
The price, as we have already seen, is not for everyone, the dimensions are quite generous and a screen is needed for the projection, even if, as Enrico Ferrari explains, projection onto the wall is possible but the result will depend on the wall.
A sheet allows you to better control the situation but it means having another footprint unless a retractable system like the one implemented here at ISE is designed.
Does anyone do it? Certain.
Architects love it and offer it to their most demanding clients, allowing them to create elegant solutions designed to be hidden when necessary. Hence Leica’s presence at ISE: the focus is not on the end consumer but on professionals who can recommend it to the right customers.
It is clear that there will also be consumers, more or less fond of the brand, who will want it but we are still talking about a small slice of the market.
Small but promising: the projection market is in fact growing so why not take advantage of it?
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