Cineplex Odeon
1. Cineplex’s first generic strategy was championed by Garth Drabinsky and Nathan Taylor. The strategy centered on the concept of theaters with multiple screens which countered the industry trend of using larger theaters. Cineplex’s niche was showing specialty movies such as foreign art films on its small screens as opposed to the lucrative releases from Hollywood distributors. As Nathan Taylor put it, “we are seeking to develop a market that to some extent doesn't exist. We are taking specialized markets and filling their needs. It's a latent market and a different niche than the major chains go after" (Lampel & Shamsie, 1989).
Competitive Rivalry: Because Cineplex found a void in the market to fill, they did not have to deal with direct rivals in the beginning. This minimized the …show more content…
Due to competition from pay television channels, pre-recorded video cassettes, it was becoming increasingly difficult to lure moviegoers from the comfort of their homes. Thus Cineplex’s Odeon’s blockbuster strategy was to transform the movie going experience itself in order to attract moviegoers from the comfort of their homes. The blockbuster strategy included renovating theatres beginning with the physical layout and improving the moviegoers experience outside of the theatres. Cineplex Odeon introduced art work in the lobbies; lush woolen carpets spread over marble floors; and coral-and-peach color-coordinated walls replaced the uniformly drab design, common in most theater chains. This changed the physical layout. The introduction of state of-the-art projection systems, digital background music and scientifically contoured seats enhanced the experience of the moviegoer while in the theatres. Finally reintroducing real buttered popcorn in the concession stands and cafes that offered freshly brewed cappuccino enhanced the experience of the moviegoer outside the theatres. These changes changed the face of film exhibition and rejuvenated this segment of the
1. Cineplex’s first generic strategy was championed by Garth Drabinsky and Nathan Taylor. The strategy centered on the concept of theaters with multiple screens which countered the industry trend of using larger theaters. Cineplex’s niche was showing specialty movies such as foreign art films on its small screens as opposed to the lucrative releases from Hollywood distributors. As Nathan Taylor put it, “we are seeking to develop a market that to some extent doesn't exist. We are taking specialized markets and filling their needs. It's a latent market and a different niche than the major chains go after" (Lampel & Shamsie, 1989).
Competitive Rivalry: Because Cineplex found a void in the market to fill, they did not have to deal with direct rivals in the beginning. This minimized the …show more content…
Due to competition from pay television channels, pre-recorded video cassettes, it was becoming increasingly difficult to lure moviegoers from the comfort of their homes. Thus Cineplex’s Odeon’s blockbuster strategy was to transform the movie going experience itself in order to attract moviegoers from the comfort of their homes. The blockbuster strategy included renovating theatres beginning with the physical layout and improving the moviegoers experience outside of the theatres. Cineplex Odeon introduced art work in the lobbies; lush woolen carpets spread over marble floors; and coral-and-peach color-coordinated walls replaced the uniformly drab design, common in most theater chains. This changed the physical layout. The introduction of state of-the-art projection systems, digital background music and scientifically contoured seats enhanced the experience of the moviegoer while in the theatres. Finally reintroducing real buttered popcorn in the concession stands and cafes that offered freshly brewed cappuccino enhanced the experience of the moviegoer outside the theatres. These changes changed the face of film exhibition and rejuvenated this segment of the