IMAX



IMAX

The word IMAX is drawn from the two words, “Maximum Image” which is designed to deliver the most immerse theatre experience in the world. The Imax theatre, Melbourne is operated by 'World's Biggest Screen' Pty Limited and is a registered trademark of Imax corporation, Toronto, Canada, who is responsible for providing the projection equipment and colossal screens to facilitate the large format films.

The Imax theatre in Carlton, Melbourne aims to capture this unique cinema experience and deliver a service experience that will differ most dramatically to that of any ordinary cinema complex. All accounts and Marketing for the IMAX theatre, Melbourne are completed at the Head office in Sydney.

Imax technology premiered in Osaka, Japan in 1970 and the first permanent IMAX projection system was installed at Ontario Place's Cinesphere in Toronto in 1971. In March 1994 Brad Wechsler, Rich Gelfond and Wasserstein Parella Partners finalised the sale from the original partners IMAX was taken public on NASDAQ, which enabled IMAX to capitalise and take advantage of growth opportunities.

There are currently over 220 IMAX affiliated theatres in 30 different countries. Just like the IMAX theatre in Melbourne, approximately 50 percent of all IMAX theatres are located in institutional venues (i.e. Museums). More than 100 of these theatres are equipped with IMAX 3D technology.

The IMAX experience is designed to put you right where the action takes place. In such a way that no ordinary cinema experience can by drawing the viewer in with images and sounds with intensity that the viewer can almost feel. The Imax experience is designed to fill the viewers peripheral vision to give the impression of actually being there. There are currently more than 140 films in the diverse large format film library.

The IMAX theatre in Carlton uses a 70mm film with 15 perforations, which is ten times larger than an ordinary 35mm film frame that is found at a Village or Hoyts cinema centre and three times larger than standard films used in classic Hollywood epics. The larger the film frame, the more information is on the film and, therefore, the clearer the picture. The large frames also allows for exceptional image quality when the films are projected on the large screens. When projected, the IMAX 70mm film moves horizontally, unlike all other films that travel vertically.

STRENGTHS

predominant market share

good localization of cinemas

high density of cinemas

good financial liquidity & credibility

strong cooperation with distributors

competitive prices

exclusive rights for IMAX 3D

WEAKNESSES

lack of active marketing department

low number of promotions

slow decisions implementation due to managerial system

OPPORTUNITIES

entering new markets

low prices of land and construction

strengthening leading position

takeovers as fast expansion

negotiating better prices with suppliers

THREATS

appearance of a new competitor

new forms of entertainment

lack of worth-seen movies

decrease of customers' wallet affluence

PORTER'S FIVE FORCES ANALYSIS

Porter's five forces analysis is a framework for the business strategy analysis which derives five forces which determine the competitive intensity and attractiveness of a market.



Porter's five forces analysis

The threat of entry of new competitors

Profitable markets that yield high returns will draw ...