“A grocery store and a cinema are two things that are a foundation for good downtowns.” – David Gordon, professor at School of Urban and Regional Planning at Queen’s University in Kingston, Canada
We don’t normally cover home cinema here at Celluloid Junkie, but when Imax and Prima Cinema start delivering first-run films directly to the homes of the 1%, it is worth taking notice. Imax had previously announced intention to target home, though it was expected to focus on the elites in emerging markets like China, but have already completed their first US installation:
Mega-movie giant Imax Corp. installed its first signature curved, wall-to-wall, floor-to-ceiling screen in a home theater in Los Angeles in November. The cutting-edge system, including 4K ultra-high-definition technology — four times more crisp than high definition, or HD — and laser-aligned surround sound, starts at $2 million. … Some homeowners may erect a separate building specifically for the home theater, as was the case with the one installed in November. But, typically, there’s no space crunch. “We’re catering to a fairly elite crowd who generally do have enough space within their existing home — or they’re in the process of building a new home,” Lister said.
No surprise there. Meanwhile the first-run-movies-to-the-home operator Prima Cinema (in which Imax recently acquired a stake) has so far only signed up Universal and Paramount, as well as several smaller studios. Their system and films don’t come cheap.
Prima’s technology alone costs $35,000 to install. That’s about $5,000 to $10,000 more than the typical cost of an entire home theater. Prima insists that homeowners have certain accouterments, including a sophisticated projector and at least a 100-inch screen. The movies don’t come cheap. Prima Cinema charges $500, or $600 for a 3-D film, for each viewing.
The target is not so much the 1% as the 0.1%, identified as: executives, entrepreneurs, heads of investment funds, sports team owners, celebrities and pro athletes. For the couple in question (and pictured above):
Karen and Jeffrey Freedman spent about $500,000 last year to join two rooms in their 7,000-square-foot, five-bedroom Los Angeles home, structurally reinforce the new space and build their soundproof theater. That included installing the Prima technology. The Freedmans’ theater was designed by VIA and Paradise Theater. Karen Freedman is an asset manager for a commercial real-estate firm; Jeffrey Freedman is an entertainment industry executive.
Jeffrey is a lawyer for CAA, to be precise. Looks like the type of swish screening room studios have. Surefire way to impress your friends and clients. LINK
Netherlands: Hot Tub Movie Club, the London phenomenon, is soon coming to Amsterdam. From 6 to 9 March you can, along with five friends soaking in one of the 21 hot tubs in the Hot Tub Movie Club. This is also the largest direct hot tub event ever organized. For the ultimate cinema where to make is also thought to be a waiter service to the hot tub and the movie will appear in two cinema screens. A film Benelux March 6 bites the ball rolling with the film premiere of Best Night Ever. LINK