Hello Jake,
I only just saw your post, which is relevant to recent activities I've been undertaking with the 3-31 sample set on my own VTPO. I'm extremely happy with this set, and would like to make few reflections (no pun intended!) on your posting:
1. My own installation is in a room 20ft square and 10 feet high with a solid oak floor; I have a left stereo pair for Main chamber stops and a right stereo pair for the Solo - they are on opposite sides of the room. The original 3-31 set is by most standards 'dry' but has a certain 'presence' which in my room gives an impression not unlike a real pipe installation speaking into the room. From a playing perspective it's fine, even if it takes a few minutes to get used to, but on the other hand a very little reverb might not hurt (remark from one or two well known visiting players as well), so I started to play around with the HW impulse reverbs (IRs).
2. In-theatre reverb is quite different in character to church reverb in terms of the frequencies in the reverb. A theatre reverb is more mid-range with a warm bass (that big 'whoomph') due to the nature of the furnishings, whereas in a church or other masonry building the reverb will favour the higher frequencies.
3. I tried adding a modicum of reverb (about as little as possible) using the provided IRs in HW7. Although the basic system worked well, the IRs provided a kind of 'ringing' tone and clearly were not taken from a theatre environment. In the end I thought I was better off without.
4. I'm now looking for a better externally provided IR model. There is quite a lot of information about the theory and practise of creating these IRs on the Sonus Paradisi website which is good background knowledge. They also sell IRs but, again, I could not see any that were taken from a cinema or theatre.
5. All in all there's probably a need for theatre organ specific IR models. Even the HW Concert Hall IR model is far from what we need. Almost certainly something exists in the big 'out there' which I'll look for (I have a sound engineer friend who also has the 3-31 set who is interested).
6. IMO the 3-31 set is quite different to the Paramount sets in terms of acoustic image portrayed, and I'm not at all sure that what applies to the Paramount set in terms of reverb is particularly applicable to the 3-31. My opinion - others may differ

7. As a further aside, I'm not sure that reverb really makes a set in itself more 'realistic', although some may differ. IMO it's more about detailed voicing and regulation of the set to suit the room; I also think that the HW wind model adds a great deal of realism in terms of the response of the instrument as its played.
If I find more, I'll share it.
Best wishes,
John.