The case illustrates the use of its exceptional capabilities 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 located in associations for example aquariums, museums and national parks.
Nevertheless, IMAX found that its growth and profitability were controlled by its niche strategy. Also, IMAX expanded its film portfolio by converting Hollywood movies, such as Superman and Harry Potter, into the big film format. The development of two technological capabilities supported this shift in strategy - DMR for conversion of conventional 35 mm film into large 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 exceptional standing.
PUBLICATION DATE: May 15, 2009 PRODUCT #: 909M19-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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