IMAX involved in several aspects of large-format film business: production, distribution, theater of operations, system development and leasing. The case illustrates the use of IMAX, its unique capabilities to carry out a focused strategy of differentiation. IMAX was initially focused on large format films that were educational yet fun, and theaters were located in institutions such as museums, aquariums, and national parks. However, IMAX found that its growth and profitability were limited niche strategy. In response IMAX sought to grow by expanding into the multiplexes. In addition, IMAX expanded its portfolio by converting film Hollywood movies such as Harry Potter and Superman, in large format film. This shift in strategy was supported by the development of two technological capabilities - DMR to convert standard 35-mm film in large format, and DMX to convert standard multiplexes IMAX systems. The shift in strategy was partially successful, but carried the risk of losing its IMAX unique reputation. "Hide
by Anil Nair Source: Richard Ivey School of Business Foundation 18 pages. Publication Date: May 15, 2009. Prod. #: 909M19-PDF-ENG
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