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6. Products As Portals > Being the Customer

Being the Customer

Take a company like THX. If you have been in a movie theater anytime lately, you have felt the company's signature sound dopple in one of your ears through your head and out the other side. What a nice way to "show" how they work too, instead of just "tell." The company does more than just certify the sound in theaters. As CE Pro put it, "If there's one electronics logo that consumers across the world recognize, it's THX. They see it on their favorite DVDs, electronic equipment, and even video games."[20] When the company is mentioned in relation to a product or venue, you expect a good experience. In a quite Pavlovian way, you are drooling for a rich sound happening.

The company began in the early 1980s when George Lucas was not happy with the consistency of sound in theaters. He was working on the third of his Star Wars films, Return of the Jedi, and had put a lot of effort into the special effects, including sound, and didn't want that work to be wasted. Stop and think about that for the moment. He's a filmmaker, who should just be making movies, but he is motivated by having endured in a theater or two where he had a crappy audio experience, so he gets involved all the way to the delivery level of his product to the public.


  

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