CE Pro July 2021 - 14

Audio+Video
DISPLAYS | COMPONENTS | FURNISHINGS | ENTERTAINMENT | SERVICES
madVR Labs Wants
to Improve Your
Video Installs
Manufacturer details how its Envy
processors can address HDR tone
mapping, upscaling, sharpening,
brightness and more in today's home
theaters. By Robert Archer
AS RAPIDLY AS the home
video market has improved
over the years, there is
still an appetite for better
video. One of the newest
companies that have
formed to fulfill this demand
is madVR Labs.
Opening its doors back
in 2019, the company says
its product line is the result
of more than a decade of
research and development
(R&D). Richard Litofsky,
co-founder and CEO, and
Mathias Rauen, co-founder
and chief product officer,
lead madVR Labs.
The madVR Envy product
line includes the Pro
and Extreme model video
processors, and according
to the company, the
processors perform a variety
of tasks such as HDR tone
mapping, 4K upscaling and
sharpening, aspect ratio
control, image enhancements
that remove mosquito
and banding artifacts,
and calibration options.
Explaining how the prod14
| CE Pro July 2021
uct line augments an AV
system, more specially video,
Litofsky says home movie
titles are usually mastered
for 1,000 nits (nits is a unit
of brightness measurement),
4,000 nits or possibly 10,000
nits. There is information to
say how bright the image
should be, but a discrepancy
in video systems' capabilities
that needs to be overcome.
" If [the video] is mastered
to say 4,000 nits, that means
there are 4,000 possible
levels of brightness for the
pixels, " states Litofsky. " So,
one of the biggest challenges
is that projectors in particular
... do not have that range
of brightness.
" Now imagine you've got
a movie that's encoded to
4,000 nits, but the projector
can only do 40 nits.
There's a compression of
the brightness that needs
to occur so that when
there is a really bright pixel
of HDR ... you have to be
able to make that super
bright pixel bright at 40
The madVR Labs Envy Pro model runs about $7K while the
Extreme version is $12K.
nits, " says Litofsky.
Another issue the madVR
Labs products correct
beyond maximizing the HDR
capabilities of a display or
projector via tone mapping,
according to Litofsky, is color
error. The processors can fix

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CE Pro July 2021

Table of Contents for the Digital Edition of CE Pro July 2021

CE Pro July 2021 - Presentation
CE Pro July 2021 - Cover1
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