After three consecutive years of decline, cinemas in the U.S. may be emerging from the crisis with an increase in the annual reception (+3%) in 2006. This article argues, however, that the main problems are not over for the industry. Most theaters in the multiplex era was remarkable similar strategy, one of which is also very vulnerable to the latest trends, such as the explosion of home theater, pay-TV, video-on-demand (VOD), discounting by mass merchandisers of DVD-ROMs, computer games and the collapse of video windows. Just as technological convergence has created problems for the theater, as it was in the past, so too can the latest technology and the creative use of assets (in combination with multiple target marketing) offer countermeasures, at least in some cinemas, at least, many multiplexes offer the same format as that of their competitors are likely to take a narrow definition of what business they are in, and shows a "one-size-fits-all to" approach to clients, industry employs differentiation and niche marketing is much less than in other industries. As a wide variety of necessary policies may not fully explored here, this article focuses on two new technologies Corporation IMAX, DMX and MPX, as an example of how the theater operator to counter audience declines. "Hide
by John Silver, John McDonnell Source: Business Horizons 11 pages. Publication Date: November 1, 2007. Prod. #: BH254-PDF-ENG
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