One of the oldest and most exclusive clubs in Hollywood is known as the Bel Air Circuit, an elite cabal of 200 or so industry execs and talents (think Steven Spielberg, Tom Cruise, Harvey Weinstein) who get to screen new film releases from the comfort of their mansions. Now, Prima Cinema is offering the same service to any movie lover. Or at least any movie lover in the one percent.
“That circuit is still a private affair, run by the studios,” explains Prima CEO Shawn Yeager. “We’re the only company in the world that offers exactly the same experience to anyone who can afford it.”
Prima’s sleek box turns the equipment in your home theater or screening room into an ad hoc AMC — all for a mere $35,000. Movies download to the unit in advance to avoid any glitches in streaming, then sit there securely until the studio authorizes rentals, usually on the same weekend as their multiplex debut. With investors like Universal, its offerings are impressive, last year including “Jurassic World” and “Fifty Shades of Grey.”
Rentals run $500 per film, with an extra $100 for 3-D. For security, the unit requires fingerprint recognition to release a movie, so there’s no risk of a partying teen racking up hefty, unauthorized bills.
The tech on offer from this six-year-old company is especially timely — Americans spent around $14 billion on home theaters in 2014, and Yeager estimates millionaire movie-lovers in the tri-state area make up about 35 percent of his overall business.
Prima’s planning to launch an even more luxurious player later this year. It promises 4K (ultra HD) compatibility and Dolby immersive sound, for around $50,000. No more complaining about those $9.99 Netflix dues.