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The Wall Street Journal January

Super Bowl: The Big Picture
Fans pump up the home theaters with soda stands, shaking seats; Gold-leaf Decor for $500,000
By June Fletcher

For people with home theaters, this Sunday's Super Bowl game is a perfect opportunity to show off, and Mike McCall is looking forward to hosting a party for his friends. But in his case, the big screen and powerful sound system are the only the beginning. his guests will lounge in stadium-style seats, grab their snacks from a theater concession stand, and view a record message with dancing candy bars asking for a cellular phones to be turned off. "We went over the edge," says the Gelena Ohio, inventory manager, of his $130,000 home theater. With digital technologies that keep driving down prices for giant TV screens, home theaters are becoming more mainstream, and in a lot of cases, more elaborate, too. Homeowners are looking to outdo the neighbors with extras such as ticket booths and electronic curtains that pull back to reveal the screen. Indeed, nearly one the three households now has a home theater (defined by the consumer electronics association as a 27-inch or larger television, VCR or DVD player, and four or more speakers).

With all of the attention on the home theater, some homeowners naturally are trying to upgrade the decor, too, with touches such as velour ropes and lighted marquees. In Santa Monica, Calif., Innovative Theatres has an entire prefabricated room with walls designed to evoke an art deco movie palace.

With the electronic part of the equation getting pretty simple, more companies are addressing the decor. Some retailers are making home theaters easier to assemble by offering ready-made theatres. Innovative Theatres last year came out with a series of prefabricated rooms, each with eight leather seats and all electronics included. Cost: between $50,000 and $80,000. The company considers the program a success-40 such rooms have been shipped across the country. "A lot of people stick them in their kids' rooms as soon as they go off to college, " says company co-owner Keith Willis.
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Innovative Theatres, Inc., based in West Hollywood, California, is America's premier resource for home theater design and installation. Our Los Angeles area based showroom features a wide array of home theater seating, home automation equipment, acoustic devices, and custom home theater materials. Innovative Theatres provides top-of-the-line home theater design along with complete home theater and media room installations.

Innovative Theatres proudly provides custom home cinema design and installation in the following areas: Los Angeles county communities: Beverly Hills, West Hollywood, Hollywood, Santa Monica, Bel Air, Pacific Palisades, Malibu, Calabasas, Westlake Village, Chatsworth, Pasadena, Venice, Palos Verdes Estates, and Rolling Hills.

Innovative Theatres serves the south bay including Manhattan Beach, Hermosa Beach, Torrance, Redondo Beach, Playa Del Rey and marina Del Rey. Other southern California service areas include:  Orange County, Newport Beach, Newport Coast, Laguna Beach, Santa Barbara, Montecito, Palm Springs, Palm Desert, Rancho Mirage, Cathedral City, Rancho Santa Fe, Indian Wells and La Quinta,

Innovative Theatres also serves Northern California locations:  San Francisco, Monterrey, Carmel, Sonoma, Marin County and the Napa valley. Innovative theatres provides custom home theater design and installation to the San Diego Metropolitan area. Other united states service locations include: Chicago, New York, Santa Fe, Aspen, Vail, Telluride, Park City, St. Louis, Denver, Dallas, Houston, Washington D.C., Miami, Ft. Lauderdale, Palm Beach, Seattle, Boston, Las Vegas, Reno, Lake Tahoe, and Atlanta.

Innovative theatres' international service areas include: Vancouver, Toronto, Mexico City, Hawaii, Cabo San Lucas, London, Paris, Vienna, Berlin, Beijing, Geneva, Rome, Milan, Monaco, Dubai, Moscow, Athens and Tokyo.

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Innovative Theatres Inc. - West Hollywood, CA Showroom Appointments- 323-850-7900