now showing in rich people's homes: first-run movies - home theater projector

They plan to spend nearly $500,000 on home theater.
What is the extra $35,000 shown firstrun movies?
When Ken and Carol Schulz began to remake their 10,000-square-foot San Diego-
They spared no effort in a screening room.
The couple cheated it with a custom
Armchairs and Runco 3 with heating and massage features built in-D-
High-Performance Projectors for about $100,000.
But the most unusual feature of the theater is the $35,000 equipment available 24-
Rent for the first hourrun movies.
$500 for a movie ($600 for 3-D)
Mr. and Mrs. Schulz can film on the same day as the local studios. PHOTO: All-
Popular movie at the box office time Schultz is not exclusive "Bell-Air circuit" —
Hundreds of producers, writers, actors and executives mostly live in the West End and receive the first copy
Films are shown from film studios, usually at the time of release.
Instead, these Rancho Santa Fe fans also own the West Hollywood apartment they bought from actor Matthew Perry, who is willing to pay for a movie show like a Hollywood tycoon.
They don't blink at the expense of a movie or a system built by Prima Cinema Inc.
"When the cost of the projector is three times that of it, you won't be paying attention to its primary cost," said Ken Schulz, an energy company investor who made money on solar panels.
"We have a box in the Hollywood amphitheater, and we go to the Disney Concert Hall to see du Dammel.
Even if we watch 10 to 12 movies on Prima every year, it is still a small part of our overall entertainment budget.
Schulz is himself.
Describes the film lovers and famous donors of the film and television archives of the University of California, Los Angeles.
They recently used the system to show comedy Admission and identity thieves in their art deco home theater.
They did the same weekend when the movie was released in the cinema.
Photo: The box office movie flopsPrima, which was founded in 2010 and launched last year, is counting on more customers like Schulz.
Carlsbad hotels California
Jason Pang, the company's chief executive, declined to disclose sales figures, but said that in order to succeed, Prima only needs to dig a small part of the very wealthy total of Americans.
"There are thousands of people who can buy this product if not thousands of people," Pang said . ".
"We found secret weapons that made billionaires act like little children.
"A survey of 1,000 AmericansS.
According to market research firm Parks Associates, Home Builders found that 29% of the homes they built in 2011 included cinemas, up from 20% last year.
Patrick Calderone, president of AVX Design & Integration, West Los Angeles home theater Design and installation company, is one of the 15 authorized Prima dealers in Los AngelesA. area.
Calderon said for the highend customers —
They spent $2 million at the theater.
The price of the device is consistent with other components.
However, he added, "telling someone that the film is $500 is the only time you see them back down, even though they may spend the money when they go to dinner with their wife.
"So far, Prima has processed both Universal Pictures and independent Magnolia Pictures and Cinedigm.
It also offers films from the global focus function unit, which is said to be in talks with Lions Gate to film the company's films.
Prima may not be against Bel-Air circuit.
Pang admits that people on the tour have enjoyed a high degree of convenience, but he says getting a movie depends on the relationship: "Just because you're in bell-
Aerial circuits don't mean you have a relationship with every studio.
"Photos: There is also Circuit cost for violence in movies.
Many people who receive films from film studios are asked to hire a courier who will pay at least $250 and he will retrieve a digital copy of a movie and return itAnd old-
School Circuit members who still use 35-
Mm projectors must hire projectors who usually charge $90 an hour
Jesse Daily, a former chief projector at the James Bridges Theater at the University of California, Los Angeles, said he was touring for three people for at least an hour.
At least one member on the track is skeptical about the Prima service.
"The speed of technological change . . . . . . And the reality of buying 40 movies for $35,000, for example, you watched 40 movies in the screening salon and bought a pop music for $500, which is a bad investment, there is little attraction, "said Peter Cooper, former president of Sony Entertainment, and now chairman of Mandalay Entertainment.
If successful, Prima could be in conflict with the country's cinema owners, as Universal Pictures did when it planned to provide "Tower robbery" via video in 2011on-
Three weeks after the comedy was released, people began asking for service.
The film costs $60.
Prima's investor Universal has broken its plans because theater owners say they will refuse to show "Tower robbery" if the studio insists on experimenting ".
In the same year, DirecTV, in conjunction with four studios, launched a service to rent movies for $30 after 60 days of film release.
There is little demand for it.
But film executives who support Prima believe the service will not adversely affect exhibitors.
"No one I 've ever seen thinks Prima will eat people because the customer is too exclusive --
Their clients are less likely to go to theaters often, if any, "said Adam Ferguson, chairman of Universal Pictures, whose parent company, NBCUniversal, is owned by cable giant Comcast.
National Security Agency
The theater owner did not respond to requests for comment.
The high price of Prima should ensure that it is still a niche product.
Pang says Prima is "locked at $500", 3-
D movies are higher because they need data files larger than 2-D movies.
This service starts to show global 3-
The D version of Jurassic Park was watched Friday for $600.
Schulz uses Prima once a month and enjoys a party with friends in the home theater, which features about 8-by-18-
Walnut foot screen-
Paneled walls and seating for eight people.
Ken Schulz says the ability to watch movies such as the Universal film "The Byrne heritage" that are shown in theaters makes it worth the high price.
"The problem with Prima is always 'Oops, look at the cost of doing this, '" he said '. ".
"The excitement is that you are in your own comfortable home. "daniel. miller@latimes.