I may be wrong (goodness knows it wouldn't be the first time) but I've gotten the impression that the term "Cinema EQ" is not a standard.
It appears to be used by some manufacturers -- Sherwood, Yamaha and Kenwood (Denon?) come to mind -- to indicate circuity they've incorporated to help translate big-screen sound into a small listening room. It also appears that each manufacturer has a different approach to this task, and that they have different ideas about how to explain it to the buyer.
So I don't think it unusual that you found so many different explanations... The best I saw was a review of a Yamaha receiver who called it "pseudo THX Re-EQ." Key word being "pseudo," of course. Each company chose its own approach...
-Bruce
This message was edited by Bruce Burson on 12/19/01 04:00.54.