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Imax: Larger Than Life

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MEMORANDUM

TO: Richard Gelfond and Bradley Wechsler
-------------------------------------------------
RE: Strategic Direction for the Future of IMAX

Recommendation
It is recommended that IMAX focus on the growing edutainment industry while simultaneously pursuing aggressive expansion into multiplexes. The balanced scorecard in Exhibit A reveals financial crisis due to limited customer retention and acquisition. This is a direct consequence of IMAX’s niche positioning. Although this positioning is the source of the firm’s trusted brand image, it also restricts growth opportunities because of the small market size. By producing films with educational and entertaining content, IMAX can avoid brand dilution associated with Hollywood films and leverage its main source of competitive advantage (see Exhibit B). Furthermore, expansion into new venues will increase the firm’s potential market to sustain future growth. The recommended strategy is the most desirable alternative in Exhibit C.

Support for Strategic Decisions
Exhibit D shows IMAX’s core purpose as creating a unique movie-going experience. This purpose is preserved in the recommended strategy since it aims to bring large-format screens and enhanced visual and audio systems to multiplexes. Such an experience is certainly independent of the film being shown. However, in order to achieve the higher margins built into IMAXs business strategy in Exhibit E, IMAX must concentrate on distribution of their own films rather than Hollywood movies.

In addition to better margins, avoiding Hollywood films will reduce the concern of potential content regulation shown in Exhibit F. Generally, there is less vulgarity and violence in IMAX films, and they offer a more educational perspective. Focusing on IMAX films exploits the growing demand for edutainment, and provides incentive to multiplex operators to install

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