IMAX

Mateusz Knapik, Karolina Kordas

AGENDA

IMAX’s history

Business model

What went wrong

SWOT analysis

Porter’s five forces

Discussion questions
 History of IMAX

IMAX received an Downfall of

Oscar for scientific Ridefilm that cost
IMAX $13,6 Introduction of
and technological
million US IMAX MPX
achievements

1967 1977 1993 1999 2002 2003 2023

Expo ‘67 - One of IMAX’s IMAX’s movie

Introduction of
-Montreal movies was Oppenheimer
IMAX DMR
multiscreen nominated for an directed by
films were the Oscar in the Christopher Nolan
hit at the time documentary won multiple
IMAX was category. Oscars
introduced Introduction of
[Graeme Ridefilm concept
Ferguson, (first movie, “Back
Roman Kroitor, to the Futrue”)
Robert Kerr]
 Co-founders of IMAX

Graeme Roman Robert William C.

Ferguson Kroitor Kerr Shaw
CEO

Richard L. Gelfond
co-CEO (1996) / CEO (2009)
Sceptical about building a story with well know
Hollywood stars
Technological developments - Matrix Reloaded
Major films undergoing IMAX DMR process
Movies
Documentaries
Current movies
 About
the
company
 Revenue [mln US$]
400

300

200

100

0
2016 2017 2018 2019 2020 2021 2022 2023
 Business model
Key Partnerships: Key activities: Channels: Customer segments:
Movie Studios Content creation Theatres Moviegoers
Theatre Chains Technology Distribution Families
Technology development partners Cinephiles
providers Partnership and IMAX home Corporate & group
Content providers licensing entertainment events
Brands and Marketing and IMAX VR Education and
Sponsors advertising Online platforms science institutions
Global expansion
Customer
Key Resources: experience Customer relations: Cost structure:
Technology Personalised Technology and
Content Value propositions: service equipment
Global Network Immersive Engagement Content acquisition
Brand experience Feedback Real estate and
Talent Exclusive content Community lease
Financial Capital Technical excellence building Personal/marketing
Brand recognition
 IMAX
International
Locations
What went
wrong?
 Ridefilm

IMAX Simulation Ride System

Giant screen technology + amusement park ride
“Back to the Future” directed by Douglas Trumbull
18 person projection rooms
Equipped with seat belts, 180 degree screen, digital
surround sound
Projected 3 to 4 times a year
SWOt analysis
 S W O T

STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

1.Global Brand Recognition 1.Dependence on 1.Expansion into Emerging 1.Competition from
2.Technology Leadership Hollywood Markets Streaming Services
3.Strategic Partnerships 2.High Operating Costs 2.Diversification into New 2.Competitive Cinema
4.Diversified Revenue 3.Limited Market Formats Formats
Streams Penetration 3.Strategic Alliances 3.Regulatory Challenges
5.Customer Loyalty 4.Vulnerability to 4.Targeting Niche Markets 4.Economic Uncertainty
Technological Changes 5.Digital Content 5.Piracy and Digital Content
5.Economic Sensitivity Distribution Theft
Porter’s five
forces
 Porter’s five forces

1. Threat of new entrants

IMAX has a significant advantage in terms of technology and brand recognition, which acts as a barrier to new
entrants. Setting up a network of IMAX theaters requires considerable capital investment, specialized technology, and
partnerships with filmmakers.

2. Bargaining Power of Suppliers

IMAX relies on partnerships with film studios for content. While major studios may have considerable
bargaining power due to their large catalog of films, IMAX also offers them a unique platform to showcase
their movies in a premium format
 3. Bargaining Power of Buyers:

IMAX's buyers are primarily moviegoers and theater chains. IMAX offers a unique and immersive cinematic
experience, which gives it some leverage in setting ticket prices. However, buyers have alternatives such as traditional
theaters, streaming services, and home entertainment options

4. Threat of Substitutes
IMAX faces competition from various substitutes, including traditional theaters, streaming services, home
entertainment systems, and other premium cinema formats. While IMAX offers a differentiated and
unforgettable experience, the availability of alternatives could affect its market share, especially if consumers
prioritize convenience and cost over the premium experience.

5. Competitive Rivalry
IMAX faces competition from other premium cinema formats such as Dolby Cinema and 4DX,
as well as traditional theaters and alternative entertainment options. The level of competition
may vary depending on factors such as geographic location, consumer preferences, and
technological advancements
Discussion
questions
 Discussion questions

What factors may influence changes in consumer preferences for cinema formats, and
how can IMAX adjust its marketing strategy in response to these changes?
 Discussion questions

Can IMAX’s core competences be transferred to the marketing of high-volume products?

Which type of products could it be?
 Discussion questions

What are the main challenges associated with the global development of the IMAX brand,
and what marketing actions can be effective in overcoming these challenges?
 Discussion questions

Who are the main target audiences for IMAX and what marketing strategies can be
used to attract and retain this customer group?
Thank you for
your attention
 Sources

https://www.macrotrends.net/stocks/charts/IMAX/imax/revenue
https://dcf.fm/products/imax-business-model-canvas#:~:text=Revenue%20Streams,-
The%20IMAX%20Corporation&text=Equipment%20Sales%20and%20Leasing%3A%20IMAX,
and%20ongoing%20maintenance%20and%20upgrades.
http://fernfortuniversity.com/term-papers/swot/nyse/2883-imax-corporation.php
http://fernfortuniversity.com/term-papers/porter5/analysis/2883-imax-corporation.php
https://www.academia.edu/36528871/Global_Marketing_Svend_Hollensen