LAS VEGAS – The spotlight was on Sean Parker and the Screening Room at CinemaCon in Las Vegas this past week, but while the nation’s theater owners and studio executives mulled the implications of the proposed at-home viewing service, Parker played coy.

When The Associated Press asked Parker about his latest venture at the Wednesday launch of the Parker Institute for Cancer Immunotherapy in Los Angeles, the Napster co-founder said with a laugh: “I don’t even know what that is.”

His glibness about the revolutionary service, which would stream first-run films to the home at $50 a pop, thus blowing up Hollywood’s traditional model of theatrical exclusivity, came at an interesting time. It was the middle of CinemaCon, where the overriding message was that Hollywood is still very committed to the idea of the theatrical experience.