IPic Theater associate itself with grandeur and wealth. IPic Theater is located between Westwood Boulevard and Malcolm Avenue, an area is associated with upper social class because it is surrounded with five stars hotels and luxurious condominiums. Therefore, the location of iPic Theater suggests that it is classifying itself as one of high class entertainment business and targeted to middle and upper class family. Aside from the location, iPic Theater associates itself with grandeur and wealth through the services that they offer. Ipic Theater allow moviegoers to watch a movie, while sitting in a reclining chair that has a button to summon a personal waiter. This type of service, having a personal server, demonstrates that Ipic Theater associates
