This Case is about CORPORATE GOVERNANCE, MARKETING
PUBLICATION DATE: May 15, 2009 PRODUCT #: 909M19-PDF-ENG
The case exemplifies the use of its exceptional abilities of IMAX to pursue a strategy that is focused differentiation. IMAX was focused on large format pictures that were educational yet amusing, and the theaters were found in associations like national parks, aquariums and museums. Nevertheless, IMAX found that profitability and its growth were constrained by its market strategy. Also, its picture portfolio enlarged by converting Hollywood films, including Superman and Harry Potter, into the big film format. The development of two technological capacities supported this shift in strategy – DMR for conversion of conventional 35 millimeter movie into big format, and DMX to convert normal multiplexes to IMAX systems. The shift in strategy was somewhat successful, but carried the threat of IMAX losing its standing that is exceptional.