After three straight years of turn down, movie theaters in the US may have lately stopped a period of catastrophe with an increase in annual admissions ( 3%) in 2006. This articles asserts, however, that significant difficulties aren't over for the industry. Most movie theaters in the multiplex era have adopted a remarkable similar strategy, one of which is also very exposed to recent trend such as the explosion of home cinema, pay TV, video-on-demand (VOD), reduction by Mass merchandisers of DVDs, computer games, and the disintegration of video windows.
Just as technological convergence has formed a confrontation for movie theaters, as it has in yesteryear, so too can new technologies and creative use of assets (joined with multiple target advertising) offer a counter measure for at least some movie theaters; at least so many multiplexes offer the same format as their competitors, seem to embrace a narrow definition of what company they are in, and establish a 'one-size-should-fit-all' strategy to customers, The industry has used distinction and niche marketing much less than other sectors. As the extensive assortment of strategies that are crucial cannot be explored herein, this article focuses on two new technologies from the IMAX corporation, MPX and DMX, as an example of the way in which a theater operator might counter crowd drop.
PUBLICATION DATE: November 01, 2007 PRODUCT #: BH254-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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