Movie theaters have been evolving over time, particularly in the last five years with the rise of luxury cinemas.
With their leather reclining chairs and improved food menus, they definitely enhance the movie-watching experience and make you feel more like you’re kicking back and watching a film in the comfort of your own home.
But you aren’t in your own home. There are still strangers surrounding you, their occasional fits of giggles and coughs that interrupt your movie trance, and if you want a drink refill, you’re going to miss at least five minutes of the movie as you walk out and wait in a concessions line.
It’s inconveniences like this that PRIMA Cinema is addressing. The new movie company lets you watch the latest theater releases in your in-home theaters for a steep price. The equipment costs $35,000 and each 24-hour movie rental is $500. When starting the system, users are required to get 10 movies right off the bat, but once that’s done, there’s no reoccurring payments, the system is all yours.
With the price tag on PRIMA, it’s definitely not for everyone, but it’s not meant to be. Because the system delivers movies to your home the same day they’re released in theaters, sometimes a little earlier, there still needs to be an air of exclusivity to it. This is because movie theaters make a large chunk of their money solely on the fact that they’re the first to get new films, and studios have had a long-standing arrangement with theaters to ensure that.
PRIMA is the only company that has such immediate access to the hottest new releases, so the company has taken the most complex of security measures to run the system. You want to watch a movie? Not until an authorized user swipes their thumbprint. On top of that, it’s decked out with accelerometers that make the system stop working if it’s moved. Homeowners are also held accountable for everything, so if an illegal recording of the movie shows up online, it is instantly redirected back to the homeowner account responsible. Yep, they thought of everything.
The lofty price of PRIMA is due to more than just the exclusivity and security of it; a lot of it has to do with the top-of-the-line technology that was used to put it together. From the high-quality movie viewing to the dual HDMI and power supplies, it’s the best of the best. PRIMA’s co-founder Shawn Yeager is so confident in this that he says, “There’s no single point of failure for anything on this device. If anything goes wrong, it’s going to really have to go wrong before it upsets your client.”
Despite how expensive it is, it seems to be a price people are more than willing to pay. There’s a wait list for the system, so get in line. It’s worth it to be able to lounge in your pj’s and eat a home-cooked meal while others are standing in line at a theater asking for extra butter on their popcorn.
McCall is an intern at Bold. She graduated with her Bachelor's degree in Broadcast Journalism and loves all things media and communications. As a San Diego native, she thrives in the sun and enjoys being outdoors.