I bought the 40ft version of the Ultra cable for wall/ceiling applications and I needed every inch of it. Basically, if you look online at the various tests that have been done with HDMI cables, the information is that good cables will "definitely" work up to 40 feet and "most likely" will work at slightly longer distances. I didn't want to risk it, so I bought the shortest cable I could. The quality is excellent and I have no signal problems at 40 feet. The only thing I would point out as a potential pitfall is that the vinyl/rubber behind the HDMI port is 7/8" wide at its widest point. That's quite a lot. I had to drill a few new holes in my basement ceiling where I needed to route my wiring, and it was in a very awkward spot that was almost impossible to reach with a drill with my arm fully extended. I drilled these holes in front of the Arrival of the Ultra cable and I drilled them to be 3/4" in diameter - after all, no HDMI cable can be wider than 3/4" right? Obviously it can. I couldn't really go back and drill bigger holes, so instead cut about 1/8" vinyl from the widest part of the HDMI cable. Problem solved. Just note that these are pretty "meaty" connectors when you're drilling holes in the wall through which cables can be routed.
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