PRIMA Cinema Next-Gen Platform to Include 4K and Dolby Atmos Playback

Second-Gen Platform Will Feature 4K and High Frame Rate Digital Cinema Initiatives Playback, Plus Support for the Dolby Atmos Format
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PRIMA Cinema's second-generation platform will include advanced audio and imaging capabilities including 4K and High Frame Rate (HFR) Digital Cinema Initiatives (DCI) playback, as well as support for theatrically released Digital Cinema Packages (DCPs) featuring the Dolby Atmos format, according to the company.

The PRIMA Cinema service operates by securely downloading licensed major Hollywood titles directly onto the secure PRIMA Movie Player in clients’ homes ahead of a film’s release date, which then becomes viewable on or after the release date. Clients simply browse to the on-screen “Now Showing” carousel, decide which film to watch, and swipe a fingerprint to securely purchase. Films are purchased on a pay-per-view basis, but remain available for purchase for as long as the film remains available in public theaters.

“The use of Dolby’s market-leading server technologies as well as support for Dolby Atmos in our next-generation platform typifies our desire to bring cutting-edge and immersive theatrical experiences to the home,” said PRIMA CEO Shawn Yeager. “PRIMA has always stood for delivering the unmatched experiences our clients demand. Our initial platform was years ahead of the market in delivering 10-bit, 4:2:2 video, which is only now being adopted as the UHD 4K standard. By incorporating proven professional cinema technologies into our next-generation platform, we leap ahead again. This is critical to our mission of transforming ‘home theaters’ to a ‘theater in the home.’”

Jed Harmsen, senior director, cinema, at Dolby Laboratories, said, “PRIMA Cinema takes a unique approach to satisfy the desire of many home theater enthusiasts who want a premium cinema experience in their home. PRIMA Cinema’s commitment to applying Dolby’s technologies and supporting Dolby Atmos not only shows the flexibility and scalability of the system, but also how important audio is to the entertainment experience.” 

Release date for the second-generation PRIMA Cinema is expected in 2016.