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However cynical you might be about the whole celebrity obsession dominating popular culture right now, there’s no denying that a celebrity endorsement really can help a product get more attention. Especially when that celebrity actually has talent rather than just going out with a footballer, or singing somebody else’s songs while wearing hardly any clothes.
With this in mind, SIM2 must be very chuffed indeed to be following up their past endorsement from genuine genius David Lynch with a new endorsement from no less a movie titan than Francis Ford Coppola.
Hit the home page of SIM2’s website right now, and you’ll find a photo of the C3X Lumis projector I’m testing today emblazoned with the words “I have owned many projectors in my life: SIM2 is now in both my studios and my home’, words attributed to the Godfather of modern cinema himself.
There almost seems to be a challenge to us reviewers here; it’s kind of like SIM2 saying 'Diss our projectors, and you diss Francis Ford Coppola. And who the hell are you to diss Francis Ford Coppola'!
Thankfully, I’ve never met Mr Coppola, and don’t suppose I ever will. So I don’t really have anything to fear should I find myself not liking the C3X Lumis. Plus, of course, before we get too overwhelmed by Coppola’s God-like directorial talents, it’s probably worth remembering that The Godfather Part III was rubbish...
All of which is a very long-winded way of saying that my love of the C3X Lumis has absolutely nothing at all to do with anyone else’s opinion, and everything to do with the truly jaw-dropping talents of what’s quite simply the finest projector I’ve ever seen.
Before I put some meat on this grand but basic statement, though, I have to admit that there’s one thing I don’t like about the C3X Lumis at all. In fact, I hate it. And that’s the price. For at £25,995, there’s about as much chance me ever being able to afford one as there is Dennis Skinner defecting to the Conservative Party.
But then, much though it hurts me to say, the C3X Lumis isn’t made for me. Or for the vast majority of other folk, come to that. It is squarely aimed at rich people with rich people’s homes containing rich people’s no-expense-spared custom installation home entertainment systems. Either that, or middle-class home cinema obsessives who put achieving home cinema perfection ahead of such trivial matters as owning a decent car, taking their other halves on nice holidays and, most likely, raising children.
The fact that my lot in life makes me curse the C3X Lumis’ price, though, doesn’t mean that the projector isn’t worth the money. In fact, when you consider how much your typical commercial digital cinema costs to install, you might even argue that it’s a bargain!