Remember that there is more to the THX certification than just the speakers and amps.
The rooms also had to meet certain specs to be certified - including crosstalk to adjacent screens.
The yearly certification was a revenue scheme, for sure. But it was also to assure that the cinemas keep the systems in alignment. Having worked in a number of cinemas, I can tell that most just don't care. As long as it works and there aren't too many complaints, that's all that matters.
So having a program, no matter who runs it, to keep the cinemas in top trim is a good idea in my book. THX tries to market the idea, that's all.
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