This paper aims to analyze the current situation of IMAX and present alternative solutions to their problems. The paper involves Porter’s five forces analysis of the movie production and distribution industry. The second part enumerates and evaluates the corporate strategies of the company which are focused differentiation and growth. It has been examined that the strategies employed by the company were effective in achieving their objectives.
It is the recommendation of this paper that the company prepares itself to for acquisition. The company cannot survive on its own in the film industry as they face the issues on debt and sustainability.
IMAX is an entertainment technology company that generates revenues from long-term theater system lease and maintenance agreements, film production and distribution, and theater operations. It is involved the different processes of large-format film business. The company has a movie library of 226 films that were either produced by IMAX or other independent filmmakers or studios. The company has generated total revenues close to $116 million by 2007. At the end of 2008, the market capitalization is $125 million with 295 theaters showing IMAX movies in 40 countries. (IMAX Corp, 2008)
An industry analysis is completed in Section 2.1 where Porter’s five forces were employed. The analysis covers competition between industry rivals in the Motion Picture and Video Distribution market segment where IMAX generates its revenues and profit. The threat of new entrants is also scrutinized for the industry. Furthermore, the bargaining powers of suppliers as well as consumers are studied with regards to its effect on the company. The threats of substitutes are investigated which are considered as alternative and indirect competition of the business. Section 2.2 attempts an internal and external analysis of IMAX which is patterned on the SWOT analysis.
The growth and success of the movie industry is the