Sorry for all the negatives in the title, yet this is an important area of system design that is typically overlooked, and I wanted to catch your attention! Let me start with the bottom line: If the room you're putting an AV system into has an acoustic problem, then your system has a problem, and will continue to be sub-par until you fix the acoustic problem. More bluntly put, If the room sucks, then you must fix it, or else your system will suck.
The first rule of AV system design is: Solve an acoustic problem in an acoustic manner. This is not just a good idea, it's something that can set you apart from your peers and competitors, endear you to your clients, and make you more satisfied with your own work.
I open this thread in the hopes that it raises awareness of Acoustics as an vital part of our collective best practices. I'll be glad to share what I have learned, and I'm sure I will learn some along the way!