Macro Environment Factors on Cinema Essay

2889 Words Jul 3rd, 2010 12 Pages
CONTENT
Content ……………………………………………………………………………………………. 2
Summary ……………………………………………………………………………………………. 3
Introduction …………………………………………………………………………………….. 4
Discussion ………………………………………………………………………………………… 4
Conclusion ………………………………………………………………………………………. 10
Appendix ………………………………………………………………………………………... 12
Bibliography …………………………………………………………………………………… 14

SUMMARY
This report explores how macro-environment forces can influence the strategic management of XX Organisation Holdings, a leading Singapore multiplex cinema operator. Three key forces and their potential impact on XX’s operations over the next decade will be discussed and from future trends in technological, social and economic developments, the key drivers
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Even if the net result of the move to digital cinema is a cheaper distribution and exhibition system, the possibility of workforce restructuring poses a hurdle since theoretically less human input would be required to run it, given that systems such as film projection, ticketing, seat reservations, refreshments vending could all potentially be managed from a central control centre (Culkin and Randle, 2003).
The convergence of home entertainment and professional theatre technology has brought about another hurdle for cinema operators. “While there is currently a huge gap in image quality between high-end digital projectors and home models, this may not be the case for long. As home theatre projectors improve and drop in price, digital cinemas may find it harder to pull in the crowds” (Info-communications Development Authority of Singapore, accessed 21 May 2010). Therefore, astute cinema operators will have to differentiate themselves from the competition by leveraging or even redefining the customer’s perception of ‘going to the movies’ as a form of social activity.
Social Influence As Hubbard (2003: 256) tells us: “Multiplexes [cineplexes] are purpose-built cinemas offering a wide choice of viewing across at least five screens. Most feature state of the art sound systems, wide screens and a range of food and confectionery,

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