Atlantic Illumination Entertainment Lighting

AIEL MARKET

Crap is Crap!
~ A Rant ~

Although poor quality equipment and accessories have always
been around, in recent decades some product designers
have created more sophisticated-looking products; yet
under their pretty exteriors lies essentially junk. Here
are particulars to consider while scrutinising the
equipment for your next purchase, or for the
servicing needed for existing equipment:


General     Cautions     Superlatives
 

  GENERAL

    Some designers spend much time making their products appear to be expensive, or to be copies of quality brands. They make it look as if one is getting the same thing but for far less money. Well, too often these good looks do not live up to themselves. What about disc jockey gear masquerading as professional theatre lighting, or being rented out as suitable for that purpose? The latter is especially true regarding LED equipment. Let us look more closely...

Materials:   Does that nice chrome finish have plastic or white metal underneath? What about the thickness of the metals; are they thin enough to flex excessively? Is the hardware good quality steel, or is it soft metal or even plastic? If it's the latter, how dense is it? Can it handle typical usage over time? What about the strains of touring?

Electrics:   What is the quality of the wiring components? Is the socket body made of porcelain or plastic? Does it use low-purity copper that heats up due to excessive resistance, and then welds itself to the lamp base? How flexible is the line cord? Do the prongs of plugs become loose over time?

Optics:   Are lenses clear, and free of bubbles, swirls, and irregularities? Does the beam have varying intensities that create light and dark areas? Do the lenses and reflectors employ the coated optics of the expensive brand it is copying? Has a metal reflector been substituted for the better-idea of the `cold' mirror, which means that heat in the beam is not reduced?

LED Elements:   If LED units are being contemplated, are the individual elements consistent with one another? How about their consistency from fixture to fixture? If the LED unit uses colour, does a given colour vary from element to element, and from fixture to fixture? Does the colour maintain its hue as one moves to the side of the beam?

LED Fixture Particulars:   Is the beam pattern regular? How much spill is exhibited? Do equal board settings show exactly the same intensity and colour among all fixtures assigned to the same address? What about the same colour and intensity settings when compared across a range of addresses?

LED Dimming Operation:   If internal dimming is a feature of the LED fixture, how smoothly does it dim? Will it reach zero, or does it cut off at some higher intensity? Is the curve behaviour the same among LED elements? Among the fixtures? Does it correspond to those at different addresses? Do the LED fixtures dim in an identical manner as the incandescent fixtures in the same setup? Does selecting a specific intensity appear equal from every fixture?

LED Fixture Accessories:   Do the LED fixtures have accessory holders for beam modification? If not, how might one narrow it, mask one or more parts of the beam, control spill, or add diffusion or silk (beam-widening gel)?

 

  CAUTIONS

  The preceding points are to be examined when considering
   a purchase or rental, but below are more of which to be wary.
    These warnings extend to other products, and also to services.

Beware of Downsizing:   Be especially vigilant regarding packages that are the same size as their former, larger versions, or that appear to be the same size. If the printed measurements are not prominent, or worse, have become very difficult to find, then suspect trickery.

Beware of Diluted Products:   This mainly applies to liquids, but if cheating manufacturers can find a way, they will. Examples are paints and fog fluids.

Beware of Counterfeit Products:   Recent statistics show counterfeit products in Canada cost over $20 billion in losses. In our industry this is less of a problem, but even when quality brand and model names are not being used illegally, there are companies that still put out look-alikes, but which simply don't perform well. This is because they have skimped on quality materials and generally cut corners wherever possible. As mentioned already, this might include using softer metals (or the outright substitution of plastics for metals), and eliminating expensive technology such as cold-mirror reflectors and coated optics.

    We once received a complaint regarding motorised lighting that had been installed in a nightclub. Within a number of months, the fixtures had begun to fail; that is, they would not move properly, and eventually not at all. Upon opening them for servicing, it was discovered that the manufacturer had employed not metal gears but fibre gears, so these had worn out quickly. In keeping with the cut-corner design (of these very good-looking lights), the manufacturer had also installed used(!) electric motors to turn those gears. No wonder these things were so affordable -- too bad the repairs wouldn't have been. So, these were great looking products, yet they were junk on the inside...

Beware of Non-ISO Measurements:   Always look for or request sizes in metric units. Those old measurements can no longer be trusted. Products showing such amounts have shrunk or lessened over the past few decades, yet the names of the measurements have not been changed. A good example is the useless `miles per gallon'. The "gallons" used by automotive manufacturers for this figure are the largest they can find, while the "gallon" of windshield washer fluid that their dealers sell you is smaller. Same companies, same measurement name, but different amounts of contents.

    On top of that, for over 40 years no new car odometers in Canada have read in miles, and no gas pumps register in gallons. Nor are there any road signs that show miles. The specification is a numbers cheat. That great sounding 30 miles per gallon, is actually a dismal 10.6 kilometres per litre.   )-:

    In our industry this kind of cheat usually shows up with products such as oils, fog fluids, paints, cleaners, and solvents.



 

SUPERLATIVES

All advertisements use descriptive words to promote a person,
product, or a service. How accurate are they? Are they actually
truthful? Pay attention to the vague adjectives used to describe
them. Superlative words used in conjunction with such persons,
products or services are rarely defined or quantified. Having no
details means these terms are almost, if not entirely, meaningless.


What follows applies to a broad range of products, services, and
to persons both inside and outside of the entertainment industry.
Always question these common advertising words and phrases:

Advanced
* Compared to what?
* What specifically is advanced?
Approved
* By what agency?
* What are its credentials?
Assured
* By what authority?
* What skill set allows assurance
    to be given?
Authentic
* Define `Authentic'. * Is it all authentic?
* If not, what portion is?
Authorised
* By what entity?
* Does the entity actually exist?
* What are its credentials?


Best
* Compared to what?
* Who determined this?
* Is it really better than *all* the rest?
* What is second best?


Certified
* By whom?
* With what qualifications?
* What does the certification
    actually mean?
Clearance
* Why is the item being cleared?
* Does the product seem always
    to be `on clearance'?
* Does stock constantly appear
    to be replenished?
* What was its regular price?
* Was that price higher than list?
* Was the product ever actually
    sold at the regular price?
Clinically Proven
* By what method?
* By which clinic?
* What are its credentials?
Competent
* Who is competent?
* By what standard?
* What certificates and/or
    experience are involved?
* How valid are the certificates?


Discount
* What is the reason?
* By how much is it discounted?
* What was the regular price?
* Was that price higher than list?
* Was the product or service ever
    really sold at the regular price?
Documented
* Where?
* By whom?
* Under what authority?


Exclusive
* For what marketing area?
* Why is it exclusive here?


First
* Was there a contest or race?
* What proves this is the winner?
* What came in second?


Guaranteed
* Exactly what is guaranteed?
* Who guarantees it?
* For how long?
* Will the particulars change over time?
* What are the qualifications of the guarantors?


Highest
* Compared to what?
* Who determined this?
* What proves this is the utmost?


Improved
* What part was improved?
* By how much?
Innovation
* Is it actually an original idea?
* Is the term `innovation' deserved?
Intense
* How bright does that mean?
* Are lux levels given?
* At what distance?
* What area will be covered at
    that distance?


Money-Back
* Can you actually get a full refund, or
    is it a store or manufacturer's credit?
* Are shipping expenses refunded?
* How long is the time limit?
* What happens after the time limit?


New
* How new?
* What has changed?
* By how much?


Our Price
* With whom are you comparing prices?
* Does your product or service not include something?
* Is your product the same, or a less-expensive, semi-equivalent?
* Is your level of service less competent, or less thorough?


Premium
* Who decides that it's premium?
* What makes it premium? --
    The price?
* It better be more than that.
Professional
* By what standard?
* Was there an approved course
    or training?
* How experienced are these pros?
Proven
* By whom?
* What methods were used?


Quality
* What makes it quality?
* Who decides the level of quality?
* What are his/her qualifications?
Quiet
* Compared to what?
* How quiet? Is a db level provided?
* At what distance?


Recommended
* Who recommended it?
* With what qualifications?
Reduced
* By how much?
* For what reason?
* Was the product reduced from
    the most recent price?
Reliable
* As judged against which standard?
* What is the average time between
    repairs?
* How long is it expected to last?
Reputable
* Based upon the reputation
    of what of whom?
* Who researched this?
* With what qualifications?
* Under what criteria?
Respected
* By whom?
* To what degree?
Revolutionary
* Who revolted?
* With what product or service?
* Has it really overthrown the market?


Sale
* Is the product perpetually
    `on sale'?
* What was the regular price?
* Was that price higher than list?
* Was the product or service ever
    really sold at the regular price?
Skilled
* What courses and certificates make
    them skilled?
* What is the proficiency level of
    that skill?
Special
* What makes it special?
* Are `specials' occurring so often
    as to make them meaningless?
Specified
* Who specified it?
* What is the competency of the
    persons doing specifying?
Suitable
* Who decided this?
* With what credentials?
* Does it fully apply to all the stated
    purposes?
Superior
* To what?
* Why is it superior?


Tested
* What exactly was tested?
* For how long?
* Who evaluated it?
* Having what qualifications?
Trained
* To what standard?
* Has an examination and
    a certificate been given?
* How exacting is the exam?
* How credible is that
    certificate?
Trusted
* By whom?
* To what degree?
* Why is the person, product,
    or service trusted?


Updated
* By whose definition?
* What exactly was updated?
* From/to what date?
* What is the price difference?
* Is this difference worth the price?
Upgraded
* Exactly what was upgraded?
* By how much?
* What is the difference in price?
* Is it worth the price difference?


Warranted
* For what time period?
* What is covered?
* What is not covered?
* Where must it go to be repaired?
* Who pays for shipping?
* Will coverage change over time?

Notice how often "credentials" and "qualifications" come up. It is
very easy to claim something without backing it up or producing
a verifiable comparison, but what lies behind such claims will tell
the true story:  Is exaggeration involved, or is it outright fraud?


No specific brand names or manufacturers
have been named here. It is not a desire to bad-
mouth any of them. The purpose of the preceding is
to compel you to look more closely before you rent, lease
or purchase; to not be swayed by your first, or even second,
notion, and to realise the folly of corner-cutting, poor materials,
bad design, and possible lack of training or educational standards.
Let these guide you, and do not consider price as your only criterion.



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