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Welcome to the IMAX Big Screen Business presentation for HSC students! Please bring this worksheet to IMAX for use on site during the presentation.
IIMMAAXX BBIIGG SSCCRREEEENN BBUUSSIINNEESSSS A Case Study for HSC Business Studies
WWHHAATT IISS IIMMAAXX?? HHOOWW IISS IIMMAAXX DDIIFFFFEERREENNTT TTOO MMAAIINNSSTTRREEAAMM CCIINNEEMMAA?? IMAX is the largest and most exciting film format in the world. It uses unique IMAX technology to present crystal clear images up to 10 times the size of conventional cinema. The IMAX screen at the LG IMAX Theatre in Darling Harbour is home to the:
L…………………..……….…….. C…………....………….…….. S……………….………………………….…….. in the World! Some films are also screened in 3D which when combined with a 15,000 watt surround sound system, create a unique cinema experience: That’s why we say:
Movies show you, IMAX... ……………………………………………….……………………………
IIMMAAXX CCOORRPPOORRAATTIIOONN –– AA GGLLOOBBAALL CCOOMMPPAANNYY
TTHHEE FFOOUUNNDDEERR OOFF TTHHEE GGIIAANNTT SSCCRREEEENN FFIILLMM FFOORRMMAATT && PPRROOJJEECCTTIIOONN TTEECCHHNNOOLLOOGGYY When was IMAX Corporation established and where are its current headquarters? …..………………………………………………………..………………………………..…………………………………………………………….…….. What are the key areas of IMAX Corporation’s global business today:
1. ………………………………………………………………………………………………………………..…………………………………..……
2. …………………………………………………………………………………………………………………………..………………………..……
3. ………………………………………………………………………………………………………………………….……………………..…….…
For more on IMAX Corporation, visit www.imax.com
BBIIGG SSCCRREEEENN BBUUSSIINNEESSSS Student Worksheet
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IIMMAAXX TTHHEEAATTRREE SSYYDDNNEEYY
AA SSTTOORRYY OOFF MMAANNAAGGEEMMEENNTT && CCHHAANNGGEE COMPANY VISION – Cinema Plus Limited What was the vision of Cinema Plus Ltd, the company that originally set up the IMAX Theatre in Darling Harbour in September 1996? In which 7 cities did Cinema Plus Limited establish Theatres? Australia: Sydney, Melbourne, Adelaide, ……..……………………………....... , ………………………....……..…….……..… Internationally: …………………………………………………….………. , …………………………………………………………………….. Why did the company go into liquidation in the year 2000? ………………………………………………………………………..…………………………..…………………………………………..……………. …………………………………………………………………………..………………………..…………………………………………..……………. What is the name of the company that now owns and operated the IMAX Theatre here in Darling Harbour: …………………………………………………………………………….……………………..…………………………………………..…………….
Make your own notes to summarize the story of Management & Change ‐
The vision of CINEMA PLUS Limited was to be:
……………………………………..……………………………………………………………
………………………………………………..…………………………………………………
…………………………………………..………………………………………………………
BBIIGG SSCCRREEEENN BBUUSSIINNEESSSS Student Worksheet
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IIMMAAXX TTHHEEAATTRREE SSYYDDNNEEYY –– BBUUSSIINNEESSSS OOPPEERRAATTIIOONNSS TTOODDAAYY What are the 3 key areas of the IMAX business in Sydney today: 1. ………………………..……..…….……. 2. …………………..…………………….……. 3. ………………………….…………..………..
MMAANNAAGGEEMMEENNTT SSTTRRUUCCTTUURREE Complete this organization chart to show the key human resources relationships at the Theatre:
……………...............................…………….
Accountant
Part‐time, 4 days
……………….........……
………….........…………
Full‐time
Duty Managers
x 2 Full‐time
x 2 Casual
………...........................………………………
Casual Box Office, Candy Bar, Floor staff
x 30‐40 approx.
Chief Projectionist
Full‐time
+ 5 Casual Projectionists
Group Sales &
Marketing Manager
Full‐time
Group Sales Coordinator
Full‐time
BBIIGG SSCCRREEEENN BBUUSSIINNEESSSS Student Worksheet
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IIMMAAXX BBUUSSIINNEESSSS MMOODDEELLSS What are the key elements of our business models?
IMAX Traditional 2D & 3D Films (45mins duration)
A mix of 2D and 3D films
Screenings every hour, on the hour from 10am – 10pm daily
Marketing costs capped at about 10—15% of gross film income.
About 10% remains as profit.
IMAX ‘DMR’ Films (Hollywood blockbusters 90+mins duration)
Screenings every 2‐ 3 hours (not on the hour as with the traditional documentary films)
High film royalties (eg. 50%, which is double traditional IMAX films), offset by:
- Distributors paying the marketing costs, saving $50,000‐$100,000 - Distributors paying for the cost of film prints, saving $30,000 ‐ $50,000
IMAX is not a HIGH MARGIN BUSINESS, but with 500 seat capacity and
regular screenings every day from 10am – 10pm, we are a HIGH VOLUME BUSINESS.
In peak school holiday periods, attendance is approx. 10,000 – 15,000 people per week.
BBIIGG SSCCRREEEENN BBUUSSIINNEESSSS Student Worksheet
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IIMMAAXX AAUUDDIIEENNCCEE DDEEMMOOGGRRAAPPHHIICCSS –– WWHHOO CCOOMMEESS TTOO TTHHEE TTHHEEAATTRREE?? There are 3 key segments:
1. Local Sydneysiders (cinema‐goers): ………………………….. % 2. School groups: ………………………….. %
3. Tourists: …………………………… %
BBUUSSIINNEESSSS TTRRAADDIINNGG LLIIFFEE CCYYCCLLEE –– TTHHEE UUPPSS AANNDD DDOOWWNNSS OOFF AA YYEEAARR OOFF TTRRAADDIINNGG 1. Add notes to the graph below, in the spaces indicated. 2. Draw in a dotted line on the diagram to indicate the release of a new film.
Timeframe: 12 month period Notes: ……………………………………………………………………………………..…………………………………………..………………………….………. ……………………………………………………………………………………..…………………………………………..………………………….………. ……………………………………………………………………………………..…………………………………………..………………………….……….
1. Lead up of about 3‐6 months before a film’s release when film planning and negotiations with film distributors is taking place. Marketing plans are being finalised and media booked.
2. Peak attendance Documentary films: ……………… weeks after opening, which is the time when mainstream films are coming off the screen. Feature films: have a shorter season, although still usually longer than at mainstream cinemas. Peak usually occurs on the opening weekend.
3. Long tail‐end to documentary film seasons Attendance spikes occur ……………………………..…..….. …………………………………………………….…………………..…...
BBIIGG SSCCRREEEENN BBUUSSIINNEESSSS Student Worksheet
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MMAARRKKEETTIINNGG At the heart of marketing the giant screen experience is the BRAND.
IMAX is one of the most p………………………………..….. and r………..…..…………….…..………. brands in the entertainment industry.
While most of our marketing is FILM‐SPECIFIC, we do ensure that the brand incorporated into everything we do. ie. We INTERGRATE branding into our film advertising.
Advertising: ……………………………………………………………………………………………………………
……………………………………………………………………………………………………………
Publicity: ……………………………………………………………………………………………………………
…………………………………………………………………………………………………………… Film premiere for Titanic 3D: Ghosts of
the Abyss (above) and Newspaper Review in the Sydney Morning Herald for the film U23D (right).
IMAX Directory ad (above) with session times; IMAX film display ads (right) for a traditional film (Deep Sea 3D) and for a feature film (The Dark Knight 3D with “IMAX tagging” circled eg. “Experience it in IMAX”).
BBIIGG SSCCRREEEENN BBUUSSIINNEESSSS Student Worksheet
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Banners: ……………………………………………………………………………………………………………
……………………………………………………………………………………………………………
Internet: ……………………………………………………………………………………………………………
……………………………………………………………………………………………………………
Social Media: ……………………………………………………………………………………………………………
……………………………………………………………………………………………………………
External Banners Interior Banners
BBIIGG SSCCRREEEENN BBUUSSIINNEESSSS Student Worksheet
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Niche Marketing: ……………………………………………………………………………………………………………
……………………………………………………………………………………………………………
AADDDDIITTIIOONNAALL RREEVVEENNUUEE SSOOUURRCCEESS Theatre Sponsorship, Corporate Events (private theatre hire) and Candy Bar Sales are all regarded as ADDITIONAL forms of revenue for the Theatre. They complement ticket sales, our primary form of revenue. The Candy Bar contributes 10‐15% of the Theatre’s gross revenue and is regarded as a very important part of the business.
S.P.P.A. We track and measure revenue from the Candy Bar by averaging the total Candy Bar revenue over the total number of admissions. This average is known as the S.P.P.A. in the industry and we monitor results on a per session and per day basis. What does S.P.P.A. stand for? S……………………………...…… P…………….…..….... P……………….………………… A………………………………….……………………… What is the goal or benchmark for SPPA? $..................... per person.
MMAAKKEE BBIIGG SSCCRREEEENN BBUUSSIINNEESSSS MMYY BBUUSSIINNEESSSS Download IMAX Business Studies resources online: www.imax.com.au/business Some websites where I can find out more: IMAX Corporation www.imax.com LG IMAX Theatre Sydney www.imax.com.au Giant Screen Cinema Association www.gianscreencinema.com
Trade Show booth to promote IMAX for functions & special events.
School Newsletter sent to 10,000+ teachers in NSW & ACT each term.
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