AfterDawn: News

Prima Cinema to give consumers a chance to start their own home movie theaters, literally

Prima Cinema, a new start-up, wants to bring movies to your home movie theater the day that movie launches in theaters, but it won't be cheap.

The company will charge a one-time $20,000 fee to install the digital-delivery system, and each new movie will cost $500.



Prima says it has $5 million in venture capital from Universal and Best Buy and hopes to begin delivering movies to customers in the Q4 2011.

The company has high expectations, as well. Prima wants to install the delivery system in 250,000 homes by 2015, however, executives in Hollywood seem to see that number as a lot lower.

Other execs see it differently: "While this is a niche market, there is a chance for significant upside," says Adam Fogelson, chairman of Universal Pictures (via WSJ). "And precisely because it is a niche market, that upside should come without harming any of our existing partners or revenue streams."

Prima CEO Jason Pang adds: "We're not here to replace anything. We are trying to create new revenue streams for studios and new viewing opportunities for moviegoers."

The movie delivery company has not yet signed on with any studios, but is actively in talks with all the majors and major independents.

Written by: Andre Yoskowitz @ 8 Dec 2010 20:25

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• 5 comments

• mike.m

  Not a bad idea, but those prices are insane. No way in hell that’s a good ”new viewing opportunities for moviegoers”. They could sell something like a STB, cable service, etc, for around $100, and sell the movies for around $10 to view once if they wanted to. That would be great for those of us who already have a decent home theatre setup and would much rather enjoy it at home; being able to pause, rewind whenever we want. Even if you don’t have a home theatre it will still be good. As supposed to going to the theatre paying $5 for a bottle of water, $8 for popcorn, $11 for a ticket, and sitting in a butter scent theatre where they're always bound to be some teens/adolescents that just don't know when to shut it.
  
  I actually hope some pirates get something like this, then we'll likely see a lot better quality torrent releases instead of crappy Cams/Telecine. Then they wonder why there is piracy, take a look at your prices you twats.

  8.12.2010 21:03 #1

• KillerBug

  For $500 I could just payoff the projectionist to use a HD video camera to record the movie for me...no install fees!
  

  8.12.2010 22:41 #2

• i1der

  i would pay if i could, 500 isn't that bad for rich or famous people that would rather not be with the rest of us. i probably would pay 50 to stay in my comfortable house and great AV equipment. Im sure lot others would as well. Only thing worth living the house to watch nowadays is IMAX, anything else i get better experience at home.
  

  
  

  9.12.2010 01:28 #3

• Pop_Smith

  Originally posted by i1der: i would pay if i could, 500 isn't that bad for rich or famous people that would rather not be with the rest of us. i probably would pay 50 to stay in my comfortable house and great AV equipment. Considering a regular (non-3D) single ticket is $8.50 at a "nice" local theater, $50 is way too low but even $100-$150 per movie wouldn't be bad. If you take 10 people that's $85 plus tax for just the movie.
  
  If using this lets you at least pause the movie it would probably be worth paying the $500 once or twice a year.

  9.12.2010 13:19 #4

• beanos66

  intended for popstars and sportsmen and other persons with more money than sense

  9.12.2010 17:03 #5