1. BIG SCREEN BUSINESS ‘MARKETING’
IMAX
BIG SCREEN BUSINESS
‘MARKETING’

2. TARGET MARKETS
Our research has confirmed that our Primary market is made up of cinemagoers. These are people who regularly attend cinemas and are identified as the people most likely to visit an IMAX Theatre. As such, the core cinema-going markets include:
families with children under 15 who love the thrill of the physical realism of the films and the exploration of unknown territory
single adults who enjoy the new cinema experience
The market, traditionally a strong cinema audience generally, shows the greatest possibility for potential growth as visitors to IMAX theatres.

3. Secondary markets include tourists, schools and other groups (seniors, corporate, youth groups etc).
While IMAX audiences are more likely to be from upper socio-economic groups the volume of our business will still come from the conventional cinemagoer. These consumers fall into the four following psychographics:
Socially Aware… Visible Achievement…
Social Issue Oriented Success & Career driven
Politically/community active Recognition & Status Seekers
Arts & Culture, top jobs Good Family Living
Wealth Managers Wealth Creators
Young Optimism… Something Better…
Young and progressive Upwardly Mobile couples
Experimental Lifestyle Career & Lifestyle driven
Seek new and different things Financially Stressed
Trend Setters (special occasion)

4. IMAX – MARKETING STRATEGIES
Product
Price
Promotion
Place

5. Product Strategies Positioning- unique Branding- Big Screen
Packaging- graphics- billboards
Product Strategies- extension into feature films

6. Product Strategies Product
* Unique, innovative film experience Large format films (15/70mm) in both 2D & 3D
*New product: Dramatic films made for the IMAX format ie. Disney’s Young Black Stallion (live action adventure)
*New technology: Hollywood films enlarged to giant screen, with the advent of DMR technology
*Highest quality film experience
*Fun and educational
*Leading edge, state-of-the-art technology

7. Pricing Strategies including pricing methods
Cost + Margin
Market
Competition based

8. Pricing Strategies
Price variance for 2D & 3D films (ie. Adult 3D $17.00/ Adult 2D $16.00)
Discounted rates for schools & inbound tourism groups
Special price promotions a various times of the year
Average price $11 per customer
Note: Price has been proven NOT to be a major factor in market research results. People are prepared to pay a premium price, but quality of film product must be high

9. Pricing Strategies
Price Skimming - highest possible price for maximum return- Many consumers will pay more for better quality goods because they last longer.
Price penetration - low price to get into market and for quick sales
Loss leader - sell product below cost to attract customers
Price lining - setting different products at the same price point
Psychological pricing - using a figure below a round amount ($9.95)
Discounting - Quantity, Seasonal, Cash, for repeat customers- for student groups
Credit terms - used for customers unable to pay amount in full

10. Place/Distribution Strategies
1. Distribution Channels
Direct vs Indirect
Direct - producer to consumer
Indirect - use of intermediaries such as retailers, wholesalers, agents
2. Channel Choices
Intensive - market saturation
Selective - certain outlets only, most profitable
Exclusive - one outlet in a large area

11. Place (Distribution) Sydney, Darling Harbour
One of the top tourist destinations in Australia, located on the Cockle Bay waterfront.
Close to transport (Town Hall & Monorail) and the city CDB activities.
Melbourne, Museum Complex
Located within the Melbourne Museum complex in Carlton Gardens close to the city CBD.
There are difficulties with Melbourne’s location: major focus of tourist activity occurs away from this area, in the bustling Southbank precinct and newly opened Federation Square. Attendance figures reflect this change in focus.

12. Promotion Strategies
a) Personal selling - direct contact between the seller and the customer
b) Advertising - Above the line promotions - paid, non personal message through various mass mediums
c) Below the line promotions - no advertising agency involved. Promotions that do not use mainstream media. (usually do not cost)
d) Publicity and public relations - involves free news stories or activities aimed at promoting and maintaining the image of the business (examples and disadvantages)
e) Sales promotions
f) Communication Process - using all forms of mass media promotions
g) Opinion Leaders - people who have influence over others
h) Word of mouth - relying on people who have used your product to influence others to use it.

13. Promotion
Advertising: TV, press, outdoor (billboards, bus shelters etc)
Direct Mail: schools, inbound tour groups & other groups
Flyers: distributed via direct mail & box office
Public Relations: film openings, special events, word of mouth previews
Website/ session times; up-coming films; eNewsletters; Online booking facility new in 2004, with consumer response strong.
Direct Sales: Sales call to tourism operators & hotels etc

14. People
The role of highly skilled, dedicated staff cannot be overlooked. They are our visitors’ first contact with the IMAX experience. At each theatre, staff bring a diverse range of skills: operations management, communications, education & tourism, accounting, customer service, marketing and administration.