<Page> Exhibit 3.91 ARTICLES OF INCORPORATION OF PRECIOUS FILMS, INC. FIRST: That the name of the corporation is Precious Films, Inc. SECOND: The purpose of this corporation is to engage in any lawful act or activity for which a corporation may be organized under the General Corporation Law of California other than the banking business, the trust company business or the practice of a profession permitted to be incorporated by the California Corporations Code. THIRD: The name of this corporation's initial agent for service of process in the State of California is: C T CORPORATION SYSTEM FOURTH: The total number of shares which the corporation is authorized to issue is 100; all of such shares shall be without par value. FIFTH: The name and address of each person appointed to act as initial director is as follows: Christie Hefner 680 North Lake Shore Drive Chicago, Illinois 60611 David Chemerow 680 North Lake Shore Drive Chicago, Illinois 60611 Howard Shapiro 680 North Lake Shore Drive Chicago, Illinois 60611 <Page> IN WITNESS WHEREOF, the undersigned have executed these Articles this day of July 25, 1994. /s/ Christie Hefner --------------------------- Christie Hefner /s/ David Chemerow --------------------------- David Chemerow /s/ Howard Shapiro --------------------------- Howard Shapiro We hereby declare that we are the persons who executed the foregoing Articles of Incorporation, which execution is our act and deed. /s/ Christie Hefner --------------------------- Christie Hefner /s/ David Chemerow --------------------------- David Chemerow /s/ Howard Shapiro --------------------------- Howard Shapiro