This Day & Date Service Could Change Everything (Pt. 1)
“Day & date”—the ability to watch a movie at home at the same time it’s released in commercial movie theaters—is the Holy Grail of home video. But it has faced numerous obstacles in becoming a reality, specifically from theater owners who view it as a direct assault on their business model, and who have pushed back—aggressively—at any signs of shortening release windows.
The only company to successfully pull off day & date so far is Prima Cinema, a company whose hardware carried an exorbitant—$35,000—upfront cost, as well as a wallet-choking $500 per viewing charge. (The current state of Prima is unknown. The company’s website is just a single page with an address and info@ email. Email and phone calls to the company went unanswered.)
A couple of years ago, Sean Parker of Napster and Facebook fame announced a movie service called The Screening Room that created a phenomenal amount of buzz for about two months. Parker’s idea was to create a relatively inexpensive yet secure set-top box that could be used to stream movies at around $50 per 48-hour rental. While the service had support of some pretty big Hollywood folks like J. J. Abrams, Steven Spielberg, Peter Jackson, and Ron Howard, it seems to have completely disappeared into the ether—there have apparently been no new stories or updates on the system since June 2016.
One product that seems to potentially check all the right boxes for making this happen is a Silicon Valley startup you’ve likely never heard of named XCINEX (pronounced See-nex). Intrigued, I reached out to the company and had a really interesting conversation with Founder and CEO Cihan Fuat Atkin.
First off, XCINEX wants to sell you the company’s Venue hardware for a shockingly reasonable price. Not $1,000. Not even $100. XCINEX expects to bring its Venue to market at $29.95. At this price, even if you only used it once a year—heck, even if you only used it once!—it would be affordable for anyone who owns a TV. Venue is designed to sit atop a flat-panel TV or below a screen and features an adjustable hinge to work with a multitude of TV makes and models.
Second, Atkins said XCINEX eschews the one-price-viewing model employed by Prima and suggested by The Screening Room and instead employs a per-viewer ticketing model similar to what currently happens when you go to a theater. Instead of renting the new Star Wars movie and filling your living room with as many bodies as possible for a single rental fee, XCINEX will charge a ticket price for every viewer in the room.
XCINEX does this by using advanced image-processing algorithms like motion detection and pattern, gesture, object, and shape recognition to accurately count each person in the viewing area. Venue detects external recording devices so people can’t point a cellphone or a camera at the TV to illegally record the content being shown.
Skeeved out by the potential massive privacy invasion of Venue constantly monitoring your living room and checking how many people are watching? XCINEX say not to worry. Atkins assures that the system is designed with consumer privacy “as a top priority.”
And to ensure your naked movie-watching sessions stay private, Venue doesn’t store images in memory. In fact, when it’s monitoring and processing images for viewer count, it automatically disconnects itself from the Internet. After image analysis is complete, all images are deleted and then the device reconnects to the internet server to authenticate the viewer count and session viewing ID. Because all analysis is done offline and images are immediately deleted post analysis, the Venue should be immune from contributing to the next Fappening.
To further counter any piracy attempts, each showing also uses robust watermarking “on top of other traceable features,” so should something get into the wild, it will be traceable back to a specific user and viewing.
In Part 2, I’ll talk about how XCINEX plans to keep movie-theater owners happy and will walk you through how you would order day & date movies in your home.
Probably the most experienced writer on custom installation in the industry, John Sciacca is
co-owner of Custom Theater & Audio in Murrells Inlet, South Carolina, & is known for his writing
for such publications as Residential Systems and Sound & Vision. Follow him on Twitter at
@SciaccaTweets and at johnsciacca.com.