Case Assignment Example | Topics and Well Written Essays - 500 words - 2

Case - Assignment Example Cineplex had the advantage to show specialty movies, in particular foreign art films that could not be shown in large theaters with reasonable profit margin. The basic purpose of existence of Cineplex was not to compete with the large theaters but to develop a new market that to some extent does not exist. All the screens in the Cineplex presented a compelling picture of profit margins that show a success of the newly developed idea. After the comeback from the verge of bankruptcy Drabinsky has the possession over one of the North America’s major theater chains. The market was diversifying at that time and TV channels were eating the market share by showing the movies with the comfort of home. Drabinsky was concerned with this situation and decided to change the perception of moviegoers by enhancing the movie going experience in theaters. The enhancements were brought regarding the renovation of theaters. At first the uniformly drab design of Cineplex was abandoned that was common in most theater chains, introduced the art work in the lobbies, lush woolen carpet spread over the marble floors of theater and also incurred some other changes in the physical structure of theater. The screening auditorium featured scientifically countered seats, digital background music, and state of the art projection systems. One more new idea was introduced; it was real buttered popcorn in the concession stands and cafes th at offered freshly brewed cappuccino. With the introduction of such changes in its theaters, Drabinsky changed the face of film exhibition. This stand gave a sustained competitive advantage for a long time to the Cineplex. Drabinsky continuously focused on innovations and new ideas implementation in the business structure. He was always looking to increase the power of the company by consistent increase in the market share, new market development or market expansion etc. Continuously increasing market share was his main concern. Drabinsky had