Imax Case Essay examples

1152 Words Feb 15th, 2011 5 Pages
Executive Summary
This analysis lays out the basic concepts, key issues, Internal, and external analysis. It also includes my strategic recommendations on the possible direction that could be taken based on the case study.
Basic Concepts
The IMAX strategy is two pronged. The 1st prong is to expand beyond institutional environments by opening IMAX theatres within multiplexes or convert existing multiplex screens. 2nd the launch of more Hollywood films in IMAX format.
Key Issues
1.) Could IMAX thrive as a niche player that made large format films and systems?
2.) Would increasing the number of Hollywood movies released to IMAX format save the firm or just dilute the IMAX brand?
3.) Should Hollywood movies be releases simultaneously
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― IMAX’s Co-CEO is trying to maintain that their product is a luxury experience not just another movie theatre. Even though he understands that in these economic conditions luxury items are the 1st to go.
Social/cultural
― IMAX won an Oscar Award in 1997 for Scientific and Technological Achievements.
― Some religious groups were upset by on of the IMAX films which in-turn, a cease screening in those areas was implemented.
― Over the past decade IMAX’s emphases on educational endeavors has had a positive influence on its demographics. Over 20% of the audience is school groups. 70% of the audience range in age between 19-65. The older group tends to be well educated, with at least one college degree. They have a combined household income of at least $70,000 per year with 33% having over $100,000 per year.
― Experts think that the “Mozart Effect” popular in parents today, increases the parental push for education.
― 2007 Americans had the highest per capita movie attendance of 5.3 per year.

Technological
― Film used is 10xs larger than traditional 35mm film.
― Screens are 8 stories tall (88ft) and 120ft wide, or domes with 81ft diameter.
― Projectors use 15,000 watt bulb, when traditional projectors bulb are 3,000 to 4,000 watts.
― Developed a way of making the colors more vivid and life like
― 2007 IMAX spent 5% of total revenue in research and development
― Developed lighter cameras
― Developed

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