Inspired by a topic on good ol' BMXboard, I'd like to address the mystery that is Cinema Wheel Co. Here is the sum total of what I know about them:
• They have a website.
• They have a killer team.
• Their rims are 36-hole only, welded at the seams, extruded from 6061, feature a concave profile (hey, sort of like these!), and available in all the cool colors.
• Their hubs are sealed, have 3/8" front and hollow 14mm rear axles, and come with a 9t driver.
• They sell t-shirts (or "apparel").
And that's more or less it. A company from nowhere, selling nothing that isn't available already elsewhere, who markets their product by pretty much saying "they're good enough for our awesome team, so they're obviously good enough for you." Nothing on who started the company, who's responsible for product development -- er, picking designs from a Taiwanese catalog -- or even on the origins of the decidedly odd name. Nevermind the fact that guys like DeHart and Martinez would still be killing it if they had to ride these. But, ooh, isn't the packaging neat? And look at all the pretty colors! (Incidentally, this is the same sort of thing that led me to buy white "Mike Buff" Z-Rims in 1985 or so.)
Shouldn't we expect more by now? Don't we deserve more? Hell, I can find out more about the tilapia for sale at my local supermarket than I can about these wheels. If your only reason I should buy your wheels is because of who runs them -- people you PAY to run them -- maybe it's time to re-think your marketing strategy.
Or just stick to "apparel."