Projector manufacturers are holding their own against large direct-view televisions by introducing customer-friendly capabilities and features, giving buyers an array of options and solutions.
“Home theater projectors remain the most cost-effective and immersive way to enjoy movies, shows, video games, and sporting events,” says Jamie Pasley, general manager, entertainment solutions division, visual systems, JVCKenwood. “While TVs are getting larger, they can’t offer the same emotional experience as a projector and a big screen. There is still something special about ‘going to the movies,’ even more so when it’s from the comfort of your own home.”
In projection, technology continues to evolve with several performance specifications that consumers are looking for when selecting the right projector. “One is Native 4K resolution,” she explains. “Native 4K (4096 x 2160) projectors with real pixel counts that match the 4K content are available today. Native 4K resolution is essential because it delivers the greatest detail and sharpest images. As screen sizes increase, native resolution becomes even more important to provide corner-to-corner visual perfection and doesn’t require upscaling.
“Contrast is key,” she adds, “when it comes to creating images with depth and lifelike realism on the screen. Customers want to feel they are being pulled into the action, and our projectors are known for their exceptional contrast and true black levels. JVC reports native contrast ratios, an accurate reflection of how well a projector shows the difference between the brightest whites and darkest blacks at the same time.”
In addition to color accuracy, brightness is part of the equation, with the balance between brightness and contrast creating a superior image. “The best picture comes not only from brightness, but also contrast, color, and resolution,” Pasley says. “Contrast creates a perceived brightness where whites feel brighter, blacks feel deeper, and colors gain dimension. And, of course, customers want projectors they know will last a long time. Newer laser technology, such as JVC’s exclusive Blu-Escent laser, offers brightness and a life expectancy of approximately 20,000 hours.”
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“The growing demand across the industry is for complete big-screen entertainment experiences that can adapt to different lifestyles, spaces, and use cases,” says James Fishler, Hisense chief commercial officer. “Consumers still want scale and immersion, but they’re increasingly looking for flexibility and systems that deliver a cinematic experience without requiring a permanent, wall-dominating display. That’s where laser projection has become increasingly relevant.”
From a performance standpoint, residential customers are prioritizing brightness and color accuracy that hold up in real-world environments, not only dark theaters anymore. “They want images that remain vibrant during daytime viewing, along with contrast and detail that make movies, sports, and other content feel immersive,” notes Fishler. “Ease of use is also critical. Features like flexible placement, automatic image correction, and integrated smart platforms such as VIDDA are no longer differentiators, they’re baseline expectations for any modern projection system.
“Features such as IMAX Enhanced support and 3D playback are becoming more popular as consumers lean into that cinematic experience at home, and low-latency gaming capabilities have expanded how people use projection. Not long ago, gaming on a projector felt niche. Today, customers expect responsiveness and smooth motion alongside cinematic scale.”
“The best experience goes beyond picture quality,” says Kathleen Thomas, head of custom install channel, Sony Electronics, North America. “The best experience is seamless, with smaller, attractive design, quiet and cool operation, ease of integration, and great picture quality out of the box. Customers usually rely on the integrator to find a solution that will give them that.”
And the latest generation of Sony projectors are smaller and quieter than ever before. “We offer both white and black color options on key models so you can easily integrate them into your décor,” Thomas notes. “At the same time, we have not sacrificed image quality and have improved brightness and processing power significantly. While every projector can use a little tweaking once in the room, the picture quality is always great out of the box with minimal calibration. On the BRAVIA Projector 7, we introduced a new feature so you can easily change aspect ratio on the fly without needing lens memory or an outboard scaler. It also added our best processing to our smallest form factor at a great sub $10k price point.”
So Many Choices
“We understand that customers have several options when it comes to the display they select for their home use,” Pasley says. “Price remains one of the most important factors when considering what to purchase, and a 140-inch or larger screen paired with a JVC home theater projector still offers the best cost per square inch for a true cinematic experience. Larger screen sizes represent one reason why projection is still the clear winner. JVC offers a variety of projector models that can perfectly display 4K/8K images up to a 300-inch screen, which can be built on site. Projector screens have different materials and designs that can be tailored to the room’s lighting conditions. Customers can creatively incorporate drop-down options, hide speakers with acoustic transparent screens, and even incorporate them into the aesthetics of the room.
“Projectors also offer a more natural viewing experience with reflected light from the screen,” she adds. “This is different from a TV where the backlight is being emitted directly at you, which can cause eye strain, especially during long viewing sessions.”
So, why is the projector/screen pairing still the best way to go? “For over 25 years, JVC has been refining our D-ILA (Direct-Drive Image Light Amplification) technology to offer customers projectors that rival reality,” Pasley says. “This proprietary technology allows for unmatched picture quality with high contrast, superior resolution, and natural color reproduction. The D-ILA devices are the heart of our projectors and play an important role in projecting beautiful images. A JVC projector and screen pairing offers a true, cost-effective cinematic experience with customization and other features.”
At Hisense, the foundation of its offering in the market goes back to its LPU Laser Digital Engine, alongside its Triple Laser light source. “Audio also remains a focus for us, as we chase the best performance with partnerships with audio leaders, including Devialet, JBL, and Harman Kardon,” Fishler says. “Building upon those foundations, we’re meeting market demands by offering a wide price range of products to consumers that are built for different lifestyles and use cases, from the most powerful XR10 to the most accessible M2 Pro. Our goal is to make it possible for people to experience the brilliance of a Triple Laser projector at a range of price points.
“The XR10, coming later this year,” he adds, “is a great example of how the company is pushing the bounds to show the market and our customers what features and performance capabilities are possible. The XR10 achieves higher brightness (6000 ANSI lumens) and screen size (up to 300 inches), and it also sets new standards for flexibility. By combining the new IRIS lens and expanded lens-shift capability, the XR10 reduces the traditional tradeoffs between performance and placement, which reflects a broader shift toward projection systems that can adapt to real-world spaces.”
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“On the long-throw side,” Fishler notes, “we see clear differences in how customers use projection, and we design accordingly. The M2 Pro is a great example of a lifestyle-first product: compact, easy to set up, and optimized for flexible use cases. Meanwhile, the C2 Ultra delivers exceptional performance in brightness, color, and sound, in a relatively compact form and at a price point that represents strong value for customers who want premium performance without stepping into ultra-high-end territory. We’re not focused on chasing specs in isolation. What matters is whether performance, form factor, and usability come together in a way that makes sense for how customers actually live.
“What we’re hearing consistently from dealers is that projection has moved out of being a niche category,” he concludes. “Customers are open to it as long as the experience feels intuitive and dependable. When built-in smart platforms, strong audio, and auto-setup work the way people expect, it removes hesitation and makes the category easier to sell. Dealers also respond best to portfolios with clear use cases. When it’s obvious whether a product is meant for a living room, a flexible lifestyle setup, or a dedicated theater, it makes the decision process faster for everyone.’’
Screen Time
As flat-panel TVs continue to grow in size, they still can’t match the scale and immersion of a projection screen, maintains Benjamin Ramos, product marketing, Elite Screens. “That’s why customers continue to go bigger, choosing projector screens that deliver a true cinematic experience well beyond traditional television dimensions.”
With the rising popularity of ultra-short throw (UST) projectors, EPV Screens has expanded its lineup of Ceiling Light Rejecting (CLR) screen materials into larger sizes to combat the washout effects of ambient light. These advanced surfaces are designed to reject up to 85 percent of overhead light, preserving contrast, color accuracy, and brightness in both dark home theaters and everyday living spaces. The result is a consistently bright, high-contrast image, whether lights are on or off.
“Today’s customers want more than just size; they want performance,” Ramos notes. “From dedicated home theaters to multi-purpose living rooms, viewers expect accurate color reproduction, deep contrast, and a truly immersive big-screen experience. With a variety of ISF-certified screen materials, EPV Screens offers tailored solutions designed to optimize image quality for specific room environments and projector types.”
Not so long ago, Ultra-Short Throw Ceiling Light Rejecting screens were limited in size. “Now, EPV Screens has pushed the category forward, offering CLR technology in sizes up to 152 inches diagonally,” Ramos says adds. “Product series such as the DarkStar UST 3 Elevate and PowerMax DarkStar UST 3 are among the first in the market to deliver this combination of expansive scale and advanced light rejection technology, allowing customers to go big without compromising picture quality.
“As EPV Screens continues to develop and expand the product lineup, we keep in mind the growing number of options available in today’s market, particularly price-conscious home theater packages that are emerging to compete with affordably priced TVs. To stay ahead of this trend and deliver the performance our customers expect, EPV Screens will soon introduce a new line of ISF Certified acoustically transparent fixed frame screens, combining reference-level image quality with accessible pricing for the modern home theater enthusiast.”
