Movie Cinema Equipment: the Brutal Truth Behind What Matters in 2025

Step inside any cinema, and the spell takes hold before you recognize it. The hush as the lights dim. The electric anticipation rippling through the audience. The first blast of sound that rattles your chest, the image so crisp it feels like the world is being rebuilt, frame by frame, just for you. But behind this carefully orchestrated magic, there’s a brutal, often misunderstood truth: movie cinema equipment isn’t just a backdrop to the show—it is the show. Whether you're a die-hard cinephile, an indie operator fending off the chains, or a home theater dreamer, the gear you choose decides whether your audience soars or slumps. In 2025, with sustainability, AI, and immersive tech rewriting the rules, the difference between hype and hard-earned excellence has never been starker. This is your unfiltered guide to what matters, what’s smoke and mirrors, and how to avoid the traps that can haunt your bottom line and your soul. If you think you know movie cinema equipment, think again—because the industry’s best-kept secrets are about to be exposed.

Behind the velvet curtain: why movie cinema equipment matters more than ever

The myth of the magic machine: setting the scene

Most of us stroll into a movie theater and never give the machinery a second thought. We’re there for the story, the spectacle, the escape. But every gasp, every shiver—those moments are engineered, not accidental. The emotional pull of cinema lives and dies on the back of the gear that brings images and sound to life. The best movie cinema equipment doesn’t just fade into the background; it shapes how you see, hear, and even feel a film. In 2025, with the line blurring between home and theater experiences, equipment is the frontline in the battle for your attention.

Descriptive alt text: Projectionist prepping a film reel in a neon-lit cinema booth, movie cinema equipment in focus, dramatic shadows.

"Most people have no idea what actually makes a movie unforgettable." — Jamie, veteran projectionist

Audiences rarely credit the tech, but they’re shaped by it—sometimes brutally. It’s the difference between being swept away and feeling like you’re watching a YouTube clip in a warehouse. Lighting that’s too harsh, sound that’s muddy, screens that are dim or uneven: the flaws might be invisible, but the effect is visceral. The finest projectors, sound systems, and screens work together in a delicate dance that triggers emotion at a subconscious level.

• Hidden benefits of high-end movie cinema equipment:
  • Enhances color accuracy and dynamic range, making every frame pop with detail and life.
  • Reduces audience fatigue with flicker-free, high-brightness projection and balanced sound.
  • Provides accessibility features like optimized subtitles and assistive audio without compromise.
  • Minimizes operational downtime and maintenance, ensuring a flawless experience show after show.
  • Supports sustainability by using less energy and creating less e-waste, a rising priority according to Lightscape Lighting & Equipment, 2024.

The road from flickering silver screens to today’s immersive digital landscapes is long and wild. Let’s rip back the curtain and see how cinema tech mutated from crude spectacle to modern artform.

From silver screen to silicon chips: a brief, wild history

The earliest days of cinema were pure brute force: light, celluloid, and mechanics fighting to tame the chaos of moving images. Analog film projectors, with their clatter and whir, demanded hands-on skill and nerves of steel. Fast forward to the digital revolution, and projectors are now silent, precise, and data-driven—offering clarity and convenience that would’ve seemed like witchcraft in the 1920s.

Table 1: Timeline of major cinema equipment milestones. Source: Original analysis based on Lightscape Lighting & Equipment, 2024 and Filmlocal, 2024.

Imagine a 1920s projectionist: sweating over flaming-hot carbon arcs, coaxing images from fragile nitrate film. Now, stand next to a modern laser digital projector, whisper-quiet and AI-calibrated, throwing razor-sharp images onto a 30-meter screen. The contrast is more than mechanical—it’s cultural. Technology doesn’t just change how films are shown; it transforms what’s possible to create, how stories are told, and who gets to tell them.

"You can smell history in those old machines." — Avery, cinema historian

Each leap in technology has rewritten the rules for both creators and audiences, making movie cinema equipment a fulcrum for cultural change—not just a set of tools. And with every new wave, the question remains: who really benefits, and who gets left behind?

What’s really inside a modern cinema? Anatomy of a movie theater

The projection booth unlocked: beyond the beam

Most moviegoers never set foot in the projection booth, but it’s a world unto itself—a blend of old-school craft and bleeding-edge tech. Today’s projection racks might be packed with servers, laser modules, and automated controls, but the fundamentals remain: the booth is the nerve center, the final checkpoint before a movie hits your senses.

Descriptive alt text: Modern digital cinema projector with vintage film reels in the background, showcasing contrast in movie cinema equipment.

Key cinema equipment terms:

• DCP (Digital Cinema Package): The encrypted file bundle containing a movie, delivered to theaters for digital projection. It’s the DNA of modern film distribution.
• Lumens: A measure of projector brightness. More isn’t always better—room size, screen gain, and ambient light matter.
• Throw ratio: The ratio between projector distance and screen width, critical for crisp images.
• PLF (Premium Large Format): Brand-specific systems (like IMAX) offering oversized screens, enhanced sound, and superior visuals.
• AI calibration: Automated adjustment of projection and sound for optimal performance and energy savings.

In commercial theaters, gear is ruthlessly hierarchical. Top-of-the-line projectors, redundancy systems, and environmental controls are the backbone. Servers stream encrypted DCPs, with automated playlists handling everything from trailers to the main feature. A single misstep—wrong lens, outdated firmware, or a bad cable—can sabotage an entire night for hundreds of people.

But if the projection booth is the brain, the sound system is the beating heart.

Soundscapes and silence: the war for your ears

Sound in cinema isn’t just about volume—it’s about sculpting space and emotion. The journey from mono to multi-channel surround, to today’s object-based audio, is a story of relentless innovation in pursuit of immersion. In 2025, Dolby Atmos and its rivals promise not just sound, but a full-body experience.

Table 2: Comparison of common cinema sound systems. Source: Original analysis based on Lightscape Lighting & Equipment, 2024.

The psychological punch of cinema sound is beyond argument. According to research by the Audio Engineering Society, 2024, spatial audio increases emotional engagement and memory retention by up to 30%. The right sound system manipulates your heartbeat, your breath, your skin—it’s fight or flight, joy or despair, all at the turn of a dial.

"Sound is half the experience—maybe more." — Taylor, cinema sound engineer

But it’s not just about what you hear. The next act is what you see.

Screens: more than just a blank canvas

A screen is never just "a screen." The choice between perforated, silver, and LED screens can make or break a film’s impact. Perforated screens allow audio to pass through from behind, vital for immersive sound, but can cause moiré patterns. Silver screens enhance contrast for 3D, while LED walls eliminate projection entirely for eye-searing brightness.

Descriptive alt text: Huge curved cinema screen in a luxury theater, highlighting premium movie cinema equipment and screen technology.

The screen’s material, gain (reflectivity), and curvature all change how light scatters and colors sing. An indie cinema might gamble on a budget matte white screen and still deliver punchy images in a dark room, while a multiplex opts for silver or LED to maximize impact under less-than-ideal lighting conditions.

In the end, every piece of theater gear is a deliberate choice—balancing cost, performance, and the demands of an ever-more discerning audience.

The home cinema arms race: where dreams and reality collide

Home theater gear: cinema magic or expensive illusion?

The pandemic cracked open a new era of home cinema obsession. Projectors, soundbars, and streaming boxes exploded in popularity as people chased the theater experience at home. But not all that glitters is Dolby-certified gold.

• Red flags to watch out for when buying home cinema equipment:
  • Inflated lumen ratings—many budget projectors exaggerate brightness specs.
  • “Surround” soundbars that simply simulate channels, lacking true spatial immersion.
  • Cheap screens with poor gain, turning black levels muddy and colors dull.
  • Overpriced cables and accessories with zero impact on real performance.
  • Lack of firmware updates or modular components, leading to quick obsolescence.

Comparing home gear with commercial cinema setups is like measuring a go-kart against a racecar: specs tell only half the story. The “cinema feel” comes from room size, acoustics, seating, and that intangible sense of scale. A $2,000 home theater might win on comfort and convenience, but even a mid-tier digital cinema projector ($50,000+) stomps it for sheer spectacle.

Descriptive alt text: Home theater setup with mid-range projector, surround sound system, and comfortable seating, showcasing accessible movie cinema equipment.

The biggest misconception? That simply buying “bigger” gear guarantees a cinematic experience. The truth: context, not raw numbers, rules.

How close can you get? Bridging the home-commercial gap

Premium home projectors with 4K, HDR, and laser tech now rival small commercial units. Modular sound systems let even small rooms approach immersive audio—if you know how to set them up. But cost, scale, and room construction still separate fantasy from reality.

Table 3: Home cinema vs commercial cinema feature matrix. Source: Original analysis based on Zyonz, 2024 and current manufacturer specifications.

• Step-by-step breakdown: Upgrading a home setup for ‘cinema feel’:
  1. Prioritize room darkening (blackout curtains, matte paint).
  2. Invest in a quality screen (gain 1.0–1.3) and match to your projector specs.
  3. Choose a projector with real, not “marketing,” brightness (ANSI lumens).
  4. Use true surround speakers—position carefully for immersive effect.
  5. Calibrate everything: color, sound levels, and seating angles.
  6. Add touches like tiered seats or acoustic panels for pro vibes.

But even the best home setup can’t replicate the physical impact of massive sound arrays or the visual overload of a 20-meter screen. Where home theaters shine is flexibility—watch what you want, how you want, with no strangers crunching popcorn in your ear.

The equipment that actually matters (and what’s pure hype)

The projector paradox: specs that lie

Projector marketing is a minefield of numbers designed to dazzle and mislead. Brightness, contrast, and resolution all matter—but only within your specific context.

1. Define your space: Measure dimensions and ambient light; more lumens are useless in a dark, small room.
2. Screen pairing: Match throw ratio and screen gain to avoid hot spots or dim corners.
3. Check real-world contrast: Ignore “dynamic” ratios—look for ANSI contrast.
4. Prioritize reliability: Service network, warranty, and firmware updates matter more than a tiny bump in specs.
5. Future-proof: Ensure the projector supports industry-standard formats (DCP, HDR, HDMI 2.1) to avoid forced upgrades.

• Common myths exposed:
  • “Higher lumens always better.” Overshooting brightness can wash out colors and tax your eyes.
  • “4K is the baseline.” Many films are still mastered in 2K; screen quality and calibration are as vital as pixel count.
  • “All laser projectors are equal.” Tech varies wildly—some are true RGB, others just add a blue laser to old designs.

Practical examples:

• Indie cinema: Opts for a mid-brightness, easily serviced DLP projector—saves on costs and energy.
• Boutique theater: Splurges on laser projection and HDR for premium ticket prices.
• Multiplex: Standardizes across screens for maintenance and consistent experience, not just raw power.

Sound systems: when is enough, enough?

Cinema audio can become an arms race—bigger amps, more speakers, headline-grabbing brands. But beyond a certain point, the gains flatten out.

• Unconventional uses for cinema sound equipment:
  • Repurposing old amps for live events or DJ nights.
  • Using surplus speakers as backup for outdoor screenings.
  • Donating retired gear to schools or non-profits for community spaces.

Room shape and acoustics can outweigh raw speaker count. Long, narrow spaces may benefit more from careful placement and acoustic treatment than piling on more channels. Real-world tests show that immersive audio shines most in purpose-built rooms; in poorly treated spaces, even $100,000 systems can fall flat.

Surround vs immersive audio? True object-based systems like Atmos will outperform classic 7.1 only if the install is done right and the room supports it. Otherwise, well-tuned surround remains king for clarity.

Screens and seats: overlooked but game-changing

It’s not just what’s in front of you, but what’s beneath and around you. Seating layout, angle, and material can make or break the experience. Screen upgrades often deliver more bang for the buck than projector refreshes.

Descriptive alt text: Plush home cinema seats contrasted with basic multiplex rows, highlighting movie cinema equipment choices.

A micro-cinema in Berlin reported a 40% customer satisfaction jump after simply swapping hard benches for ergonomic, plush seats and upgrading to a mid-gain screen. Ticket sales spiked—not because of a fancier projector, but because the comfort and clarity kept audiences coming back.

In cinema, sometimes the most overlooked pieces are your secret weapon.

Buying, upgrading, and surviving the equipment jungle

Step-by-step: mastering the cinema gear decision process

1. Assess your real audience needs: Analyze expected foot traffic, demographics, and desired experience—not just wishlists.
2. Audit your current setup: Look for weakest links, from old cables to outdated servers.
3. Rank priorities: Is visuals, sound, accessibility, or sustainability most crucial?
4. Research compatibility: Check that new gear works with what you have (DCP, HDMI, audio formats).
5. Price vs. value: Balance headline features with long-term operating costs.
6. Plan for the future: Modular, upgradable gear saves heartbreak down the line.

Every step is a minefield. Miss one, and you can end up with beautiful gear that’s obsolete out of the box—or a system that shines on paper but fails where it counts.

Descriptive alt text: Chaotic storeroom packed with new and obsolete movie cinema equipment, symbolizing equipment buying maze.

The worst traps? Failing to spot outdated connectors, ignoring firmware support, or believing the latest buzzwords guarantee success.

Avoiding the money pit: what not to buy in 2025

Buying into fads is a one-way ticket to the money pit. Every year brings “must-have” features—many obsolete before they break in. Don’t be that owner whose top-of-the-line system can’t play next year’s movies.

Table 4: Cost-benefit analysis—must have vs. nice to have features. Source: Original analysis based on Filmlocal, 2024.

Real-world example: A small-town multiplex spent $60,000 upgrading to a brand-new LED screen, only to discover licensing and content support were years behind. Customer surveys showed zero improvement in satisfaction over the previous (well-tuned) 4K projection. The lesson? Fancy specs don’t always land with audiences.

"Don’t trust the sales pitch—trust the numbers." — Morgan, independent cinema owner

Future-proofing: how to dodge obsolescence

The gear that lasts is modular, regularly updated, and built to open standards. Proprietary systems or those locked down by one vendor risk ending up as expensive paperweights.

• Signs your equipment is built for the future:
  • Offers regular, free firmware or software updates.
  • Modular design—key components swap out without gutting the system.
  • Backward compatibility with older formats (HDMI, DCP versions).
  • Green certifications (Energy Star, low e-waste rating).
  • Active user and support communities.

Three scenarios:

• Retrofitting an old theater: Prioritize gear that bridges analog and digital, like hybrid projectors and upgradable servers.
• Building new: Go modular—start with core audio/visual, add features as budget allows.
• Upgrading home setup: Focus on compatibility and updatable streaming platforms.

Cultural impact? Huge. The right choices mean more than savings—they keep your venue, or your living room, relevant as trends shift.

Culture, commerce, and controversy: what equipment really changes

The economics of cinema tech: who profits, who pays?

Every major upgrade has a price, and it’s not always the theater that foots the bill. Licensing fees, maintenance contracts, and content restrictions all funnel dollars upstream, often squeezing smaller players.

Table 5: Industry snapshot—major cinema equipment manufacturers and market share (2025). Source: Original analysis based on Vitrina.ai, 2025.

Indie operators often struggle to keep pace with chains that negotiate bulk discounts and early access to new tech. The result? A widening gap in audience experience. But platforms like tasteray.com, by focusing on discovery and curation, help level the playing field—guiding users to hidden gems and supporting diverse theater communities.

The sustainability question: tech, waste, and greenwashing

It’s tempting to chase every shiny new feature, but the environmental toll is real. Every upgrade generates e-waste, and not all “green” gear is truly sustainable.

Eco-friendly cinema gear terms:

• Energy Star: Certification for low energy usage—applies to projectors, servers, lighting.
• Laser projection: Uses less power, longer lifespan, lower heat output than traditional bulbs.
• E-waste: Discarded electronics—rapid cycles increase landfill loads and toxic runoff.
• Carbon neutrality: Achieved through offsetting emissions, energy-efficient operations.

A notable case: The Solar Cinema in Barcelona went carbon neutral by retrofitting old gear, installing solar panels, and using only LED lighting. Ticket sales didn’t dip—they soared, as eco-conscious audiences took notice.

Tips for greener gear choices:

• Demand documented energy usage and lifecycle estimates before buying.
• Refurbish rather than replace when possible.
• Partner with certified e-waste recyclers.
• Prioritize gear with replaceable, not sealed, batteries and bulbs.

Controversies and hot debates: analog nostalgia vs. digital future

Some purists argue digital killed “cinema magic.” But digital also democratized filmmaking and exhibition, driving down costs and allowing more voices to be heard. The myth? That analog is always superior, or digital is emotionless. The truth is more nuanced.

• Myths about digital killing the 'cinema magic':
  • Digital projection flattens images—reality: modern HDR and laser tech rival film’s richness.
  • Analog offers “real” grain and texture—often just nostalgia for flaws.
  • Digital makes projectionists obsolete—actually, it shifts their role to tech wranglers and curators.

Film buffs and tech fans spar endlessly on forums. Some celebrate the hiss of celluloid; others toast the clarity and accessibility of digital.

The argument misses the point: the right gear, properly tuned, serves the story—regardless of format.

The future of movie cinema equipment: trends to watch in 2025 and beyond

AI, automation, and immersive tech: what’s next?

AI isn’t science fiction—it’s already reshaping calibration, maintenance, and content delivery. Projectors self-adjust for perfect color, sound systems scan rooms and tweak output in real-time, and VR/AR experimentations are pushing the boundaries of what counts as “cinema.”

Descriptive alt text: Futuristic cinema scene with robotic arms adjusting movie cinema equipment and immersive lighting.

Experimental venues are using VR for audience participation, AR overlays for art films, and even holographic projections for live concerts. The common thread? The next leap is experiential, not just technical.

"The next leap is experiential, not just technical." — Jordan, cinema technology consultant

Personalization and accessibility: the new frontier

Cinemas are rapidly becoming more inclusive. Adaptive sound, variable subtitle options, and visual enhancements are making films accessible to wider, more diverse audiences. Services like tasteray.com play a crucial role in connecting users with accessible, personalized recommendations, so no one is left out of the cinematic conversation.

• Steps to make any cinema setup more inclusive:
  1. Offer multiple subtitle and language tracks.
  2. Integrate assistive listening devices and closed-caption hardware.
  3. Provide variable seating options for mobility needs.
  4. Use high-contrast screens and adaptable lighting.
  5. Train staff in accessibility technology and support.

Examples abound—from indie theaters adding wheelchair lifts and audio description, to corporate chains rolling out app-based subtitle sync, to home users installing tactile seats that sync with on-screen action. Each makes the “cinema” more than just a room—it’s an experience crafted for all.

What the industry doesn’t want you to know

Hidden alliances, forced obsolescence, and planned upgrades are baked into the business model. Manufacturers push new standards—sometimes essential, sometimes just to drive churn. The only defense? Stay sharp, question every “must-have,” and focus on the real impact for your audience.

"There’s always a new standard—whether you need it or not." — Riley, theater manager

The savviest operators and enthusiasts track industry trends but invest wisely, choosing compatibility and upgradability over the latest badge. Future-proofing is a mindset, not just a spec sheet.

Deep dives: key equipment explained, demystified, and reimagined

Projectors: types, benefits, and the specs that really matter

DLP (Digital Light Processing): Uses micro-mirrors for sharp, reliable images; excellent for large venues, but can show “rainbow” artifacts.

LCD (Liquid Crystal Display): Rich colors, affordable, but less contrast and longevity than DLP or laser.

Laser projectors: Top-tier color, brightness, and lifespan; higher upfront cost, but lower maintenance—ideal for flagship screens.

Descriptive alt text: Side-by-side comparison of DLP, LCD, and laser projectors displaying images in a cinema.

• Common mistakes when shopping for projectors:
  • Ignoring throw ratio and screen pairing—leading to dim or stretched images.
  • Falling for “marketing” lumens instead of ANSI (real-world) brightness.
  • Buying proprietary models that can’t be serviced locally.
  • Overlooking firmware update support—future releases may require it.

Scenario-based recommendations:

• Small indie: Mid-range DLP or LCD, easy to maintain, focus on reliability.
• Multiplex: Laser projectors, modular, support for HDR and 4K/8K.
• Luxury home: High-brightness laser, paired with proper screen and room treatment.

Cinema sound: immersive, surround, and the rise of object-based audio

5.1: Standard surround, five speakers plus subwoofer—reliable, easy to set up.

7.1: Adds rear channels—better envelopment, especially in larger rooms.

Atmos/DTS:X: Object-based, supports height channels—true 3D sound, but needs careful install.

Table 6: Sound format comparison—uses and limitations. Source: Original analysis based on manufacturer data and Audio Engineering Society, 2024.

Layout tips:

• Small venues: 5.1, focus on quality speakers and placement.
• Flagship cinemas: Atmos/DTS:X, ceiling speakers, pro install.
• Home theaters: 7.1 if space allows, but prioritize calibration.

Sound maintenance? Dust, cable checks, and regular firmware updates are underrated but essential.

Screens, seats, and the overlooked essentials

Screen gain: Measures reflectivity—higher gain = brighter image, but can create “hot spots.”

Aspect ratio: 2.39:1 for most blockbusters, 16:9 for home and TV content.

Materials: Matte white = neutral colors; silver = high contrast (often for 3D); LED = direct emission, no projection.

Key terms:

• Rake: The angle of seating rows—improves sightlines, reduces neck strain.
• Throw: The distance from projector to screen—affects image size and clarity.
• Gain: Reflectivity of screen surface—critical for brightness and color fidelity.

Examples:

• Small venue: Matte white screen, basic rake, plush but simple seats.
• Arthouse: Silver screen for specialty films, flexible seating for events.
• Home theater: 16:9 aspect, mid-gain, ergonomic recliners.

The basics—screen, seats, sightlines—impact audience satisfaction more than most “premium” upgrades.

Case studies and real-world revelations

How an indie cinema outsmarted the chains with smart equipment choices

At “The Electric Owl” in Portland, operating on a shoestring, management transformed a tired theater by targeting the basics. Swapping to a refurbished DLP projector, adding acoustic panels, and installing ergonomic seats delivered a 30% bump in repeat business.

Descriptive alt text: Indie cinema interior showing modern movie cinema equipment and eclectic design.

Step-by-step, the team audited audience pain points—dim images, muddy sound, uncomfortable seats—and fixed each in turn. The surprise? Customers cared more about consistent quality and comfort than flashy features.

The home cinema revolution: three setups, three budgets, real results

Table 7: Home theater setups compared—budgets, specs, and trade-offs. Source: Original analysis based on Zyonz, 2024.

• Budget: Great for apartments, but washed out with any light.
• Mid-range: Sweet spot for most; needs space and careful setup.
• High-end: Delivers real wow-factor, but only for dedicated spaces.

Testimonials echo the research: “I upgraded to a mid-range system and the difference was night and day. Friends stopped going to the multiplex.” But some regret not future-proofing—“My projector can’t handle new streaming formats; I’m back to square one.”

The projectionist’s confession: what they wish you knew

"Sometimes the cheapest part of the setup makes the biggest difference." — Sam, senior projectionist

Behind the scenes, it’s the little things—cable quality, rack ventilation, regular cleaning—that keep everything running. Fails? Dead bulbs mid-show, corrupted DCP files, a mystery hum on opening night. The lesson: invest as much in maintenance and training as you do in hardware.

The last reel: synthesizing the brutal truths and takeaways

Key lessons: what matters, what doesn’t, and how to win the cinema experience

Peel back the hype, and a few truths stand tall. Movie cinema equipment is the unsung hero—or villain—of every screening. Specs mean little without context. The best choices balance audience needs, sustainability, and real-world usability.

1. Prioritize basics: Screen, sound, and seating trump flashy extras.
2. Ignore marketing hype: Focus on real-world performance, not just numbers.
3. Audit your space: Room size and layout dictate gear needs.
4. Future-proof: Choose modular, updatable equipment.
5. Invest in maintenance: Small routines avert big disasters.
6. Go green: Sustainability pays off for budgets and branding.
7. Stay accessible: Inclusion grows your audience.
8. Question “must-haves”: New standards can be more about profit than progress.
9. Balance cost and experience: Don’t fall for unnecessary upgrades.
10. Remember the magic: Gear should serve the story—never the other way around.

The emotional core of moviegoing hasn’t changed: it’s about escaping, connecting, feeling. Let your equipment enable that—not stand in its way. And as new trends surface, the audience’s hunger for quality and authenticity endures.

Where to go next: resources, guides, and staying sharp

For further reading, dive into trusted industry sources like Lightscape Lighting & Equipment, Filmlocal, and tasteray.com for ongoing updates, deep dives, and personalized recommendations that cut through the noise.

Stay critical—don’t swallow every reviewer’s verdict unexamined. Look for hands-on tests, diverse perspectives, and real-world user feedback.

Descriptive alt text: Abstract photo showing a cinema morphing into a futuristic hub, symbolizing transformation in movie cinema equipment.

Remember: gear matters only when it serves the story. The true magic of cinema lives not in the projector or soundboard, but in the feelings they unlock. Choose wisely, stay sharp, and let the reel roll.