L.A.-based startup Prima Cinema (GE, BBY) will run new movies the day they hit theaters. The...

|By:, SA News Editor

L.A.-based startup Prima Cinema (GE, BBY) will run new movies the day they hit theaters. The catch: the digital delivery system costs $20K and each film $500 - not quite Netflix's (NFLX) model. But this approach risks digital piracy, and so "makes very little sense as it risks millions to make pennies" says one critic.