When CPM asked our panel of experts what makes churches unique from other users of projection screens, several consistent themes emerged: aesthetics, budget and time constraints, the frequent issue of ambient light, and the tendency of churches to jump on the first product that fits their budget without fully evaluating their situation.
Despite the fact that a video projection system is the single most prominent element of technology employed by most churches, implementation is often an afterthought. Many times the reason is simply that the principle focus during a design or re-design process is on audio and lighting, with the feeling that video is fairly straightforward. The reality, however, is that integrating a video projection screen into a church's worship space requires planning, knowledge, and awareness of the products available on the market.
The purpose of this article is to provide perspective on the types of planning and knowledge involved in the integration of video projection screens, and to let a few of the companies that manufacture church-specific products weigh in on how they approach the church market. It will also provide an opportunity to highlight some of these products as examples of what is available. Many thanks to Amy Madden from Draper, Wendy Long from Da-Lite, Jesse Walsh from DNP, and David Rogers from Elite Screens for their input and ideas.
What you should know
When CPM asked our panel of experts what makes churches unique from other users of projection screens, several consistent themes emerged: aesthetics, budget and time constraints, the frequent issue of ambient light, and the tendency of churches to jump on the first product that fits their budget without fully evaluating their situation.
Every manufacturer has a slightly different approach to addressing the needs of churches. Most, such as Draper and DNP, do not sell directly to the end user, but work through integrators and consultants. Da-Lite primarily operates this way as well, but also has outside sales consultants that often come alongside the industry professionals and even work directly with churches if needed. Elite Screens takes a more dualistic approach. According to David Rogers, marketing manager at Elite, the majority of its church involvement comes through the industry professionals who specify their products as part of an overall install. Yet, the company also has a direct retail avenue that many churches use to purchase screens that require less expertise to deploy, such as in portable or temporary situations.
Draper, which has been in business for over 100 years, found itself pulled into the church market by its dealers who were responding to the increasing video needs of churches. Two of the issues that have been formative for Draper's approach to meeting church needs are the pervasiveness of ambient light environments and the often related aesthetic concerns. Amy Madden, projector/flatscreen product manager at Draper, relates, "A church cares more about the aesthetic than a high-school gymnasium-so we've developed products and added features to products to have both form and function within a certain price-point." Draper also makes window shades that can help to address the ambient light that works against a video system-a product line she says has been tweaked significantly over the years to meet this church-specific need.
Draper recently released a new product that fits a need churches often have trouble filling. An expansion of the company's Access series, the Access XL is a great fit for the need of many churches because it is a lightweight aluminum housing design that facilitates clean ceiling installations and maintenance. The XL is available in sizes of up to 20 feet by 20 feet.
Dnp is a Danish company that has focused on rear projection for the majority of its history. Jesse Walsh, U.S. sales and marketing manager for dnp, says that recently the company's focus has been on optical screens that feature several layers with filters that help reject ambient light. The engineering of this product lead directly to involvement into the church market, as integrators and system designers looking to address issues with ambient light sought out the solution. Regarding the company's Supernova Infinity optical front-projection screen, Walsh relates, "The Infinity combines dnp's revolutionary optical technology with infinite size capabilities, coupled with extreme viewing angles to create the ultimate large-format screen-with the ability to capture large audiences even from a great distance." The unlimited size options are especially unique to the product.
Elite's Rogers reports that the company was started by A/V professionals who saw an opportunity to make projection screens available to the retail environment. While they still serve the retail avenue, which can be appropriate for smaller, simpler projects, Elite recommends working with professional consultants and integrators for the larger and more complex installations that are so often a reality for churches. Rogers says, "The value of working with a custom integrator is that they are connected with both the church's needs and the marketplace such that they can direct churches to the right product for their exact situation."
Speaking of churches in general, Rogers says, "The church market has its own peculiarities, it's very hands-on and personal-whether we are selling direct or through an integrator, communication is typically very direct. Churches' needs are very specialized, and along the way of meeting these needs, we have developed products and methods that have served us well in other markets. Working with churches has helped us to progress as a company." One such product is the Insta RP, which comes rolled up, and allows you to convert empty window space into a rear-projection screen. The Insta RP uses Versalite material that is essentially a combination whiteboard screen and projection screen, giving the Insta RP unique flexibility.
Da-Lite was founded in 1909 and has manufactured screens for over 100 years. According to Wendy Long, vice president of marketing for Da-Lite, the company started in the church market when churches began to have A/V needs. One unique approach that Da-Lite has taken to serving churches is their front selection guide, which is an educational publication that helps churches evaluate their projection screen needs. As Long says, "The idea behind the front selection guide is to highlight the visual environments in a church that are unique. The value is that it puts information in the hands of those making decisions and helps them to understand the challenges they may be facing." A church-specific product that the company makes is the Tensioned Professional, which is fully customizable to aspect ratios and sizes upon request and can be controlled and networked in unique ways that are designed to facilitate whole-system integration.
The professional consensus
All four experts agree that churches should look outside themselves for help integrating projection screens into their larger worship spaces. Walsh speaks of the "need to work with an integrator who is aware of the big picture in the market. It is also essential to find an integrator who is good at educating churches on the issues surrounding the decisions and walking through them with the church."
Madden agrees and says, "Churches should really consider bringing in someone from the outside who is familiar with the big-picture to help [them] think through it. The expense incurred up front will pay off because you avoid wasting money on bad results that disunify the church."
Rogers sums it all up with the following counsel: "Keep in mind that projection screen manufacturers have been in business for many years and are familiar with nearly any scenario. Almost certainly there is a product that is perfect for your environment-be patient and do your homework to determine which product is the best one for your budget and application."
