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Prima Cinema Releases its 200th Theatrical Film Direct to Home Theaters

Founded in 2013, the Los Angeles-based company delivers theatrical releases to private homes via a high-end server that uses biometric technology for playback verification. Previous films released simultaneous with theatrical release include The Imitation Game, Fifty Shades of Grey, The Lazarus Effect, Fast & Furious 7, Insurgent, Woman in Gold, Pitch Perfect 2, Ted 2, Terminator Genisys, and Minions.
The company’s upscale clientele includes celebrities, directors and producers, sports franchise owners, and professional athletes. The cost of enjoying first-run movies at home is astronomically steep: $35,000 for the equipment, which must be installed by an authorized dealer, plus a $500-per-viewing fee ($600 for 3D movies). And the movies aren’t even available in 4K/UHD resolution. Prima said a 4K rollout is planned for 2016.
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