IMAX Corporation is a leading entertainment technology company offering immersive cinema experiences through IMAX and IMAX 3D technologies, with about 470 theaters globally. The company has shown significant sales growth, expanding its theater network and adapting its marketing strategy to promote the unique IMAX experience. Recommendations include increasing movie offerings, expanding the number of IMAX screens, and enhancing advertising efforts for greater customer awareness.

1. The IMAX Experience

2. Table of Contents
3D Experience
Company
Background &
Sales Marketing
Performance
Marketing Mix –
Product, Place,
Promotion, Price
S.W.O.T. Analysis
Marketing
Strategy Analysis
Conclusion
Recommendations References

3. Company Background
 What does IMAX stand for?
 Who is IMAX?
 IMAX Corporation is one of the world's leading
entertainment technology companies, specializing
in immersive motion picture technologies. IMAX
theatres deliver the world's best cinematic
presentations using proprietary IMAX, IMAX 3D,
and IMAX DMR technology.
 There are 470 IMAX theatres operating in 45
countries.

4. History of IMAX
 1970 - IMAX technology premieres at EXPO ’70 in
Osaka, Japan
 1971 - The first permanent IMAX projection system
installed at Ontario Place's Cinesphere
 1986 - The world's first IMAX 3D system premieres
at the Canada Pavilion, EXPO '86 in Vancouver,
Canada
 1997 – IMAX was awarded the sole Oscar for
Scientific and Technical Achievement

5. History of IMAX
 2004 - Warner Bros. Pictures' ‘The Polar Express’ makes
cinematic history as the world's first full- length IMAX
3D Hollywood feature.
 2007 - IMAX signed a four picture deal with
DreamWorks Animation. The agreement marked IMAX's
first multiple 3D picture deal with a Hollywood studio.
 2010 –
 IMAX, Sony and Discover announce a joint venture to
develop the first 24/7 dedicated 3D television network,
3net
 IMAX announced that it is developing its first IMAX® 3D
digital camera.
 IMAX and Warner Bros. Pictures sign an agreement to
release up to 20 titles in IMAX between 2010 and 2013.

6. Production
 IMAX’s award-winning team has extensive in-
house experience producing movies that are both
educational and entertaining for people of all ages
 Live-action IMAX and IMAX 3D cameras
 IMAX DMR, which allows Hollywood motion
pictures to be transformed into IMAX quality
 2D to 3D conversion
 Film partnership

7. Sales & Marketing
Performance
IMAX generates revenues from various sources, including:
 Design, manufacture, sale and lease of theatre systems
 Production, digital re-mastering, post-production and
distribution of films
 Operation of certain IMAX theatres primarily in the U.S.
 Maintenance and extended warranty services
 Short-term rental of cameras and aftermarket sales of
projection system components

8. Sales & Marketing
Performance
Sales :
 IMAX’s sales in 2010 more than tripled as compared to
‘08 & ‘09, to $587 million.
 By the end of this year they will have about 600 screens.
 There screens generate nearly 5 times the revenue of
those at a traditional cinema.
 They started to build out their theatres before they had
the right content ready.
 Financial restructuring, fresh capital plus short-term
borrowing, were used to retire all long-term debt.

9. Sales & Marketing
Performance

10. The Seven IMAX
Wonders of the World
Cinesphere - Toronto,
Canada

11. The Seven IMAX
Wonders of the World
L'Hemisferic - Valencia, Spain

12. The Seven IMAX
Wonders of the World
Darling Harbour - Sydney, Australia

13. The Seven IMAX
Wonders of the World
Prasads IMAX - Hyderabad, India

14. The Seven IMAX
Wonders of the World
Futuroscope - Poitiers, France

15. The Seven IMAX
Wonders of the World
The Golden Snail - Jakarta, Indonesia

16. The Seven IMAX
Wonders of the World
Science Museum of Minnesota - Saint
Paul, USA

17. Marketing Mix
Product
Brand Positioning Statement:
“The REAL IMAX Theatre provides the ultimate in high quality picture and
state-of-the-art sound allowing viewers to see movies the way they were
intended, and with the comfort the customer desires.”
 Unique, innovative film experience
 New technology – resulting in a wider range of products available
 New product – feature films converted to the large screen format using
digital re-mastering technology
 Highest quality film experience
 Fun and educational
 Leading edge, state-of-the art technology

18. Product Attributes
Physical
Consequences
Psychological
Consequences
Values
REAL IMAX
THEATRE
3 Screens (2 regular
screens and 1 3D)
View either regular or
3D movies
People can enjoy new
movies on IMAX
screens
Not an ordinary
movie experience
Comfortable seats
Comfort during the
movie
People feel like they
are in the comfort of
their own home
Comfortable
entertainment
Good customer
service
No frustration with
poor customer service
Always feel welcome Satisfying experience
Marketing Mix
Product

19.  Objective:
To be conveniently located to provide customers with a direct
product channel
 Strategy :
 Located strategically for direct channel distribution
 Close to public transportation
 Kiosk for online ticket purchasing
 Very convenient for customers who travel far distances
 No waiting in line
 Website to view show times and listings
 Very user friendly
Marketing Mix
Place

20. Marketing Mix
Promotion
 Objective:
 To inform customers about the IMAX experience
 To persuade movie goers to make the switch to IMAX
AIDA

21. Marketing Mix
Price
 Objective:
 Sales oriented
 Unit sales growth
 Market share growth
 Strategy :
 Price skimming / Penetration

22. Adult Child
Victoria CO Odeon 11.99 9.50
Victoria Royal BC Museum 10.50 8.35
Richmond Famous Players
SilverCity Regular Movie 12.50 9.50
Richmond Famous Players
SilverCity 3D Movie 15.50 12.50
Richmond Famous Players
SilverCity IMAX Film 17.50 14.50
Marketing Mix
Price

23. S.W.O.T Analysis
STRENGTHS
 Pioneer and leader in the large-format film industry
 Strong brand name
 Unique IMAX experience
 3D IMAX movies
 IMAX DMR (Digital Re-mastering) Technology
 Simultaneous IMAX and commercial movie releases
 Superior customer service
 Online ticket ordering with in-theatre pick up kiosk
 State-of-the-art technology

24. S.W.O.T Analysis
Weakness
 Increased price due to high cost of running an IMAX theatre
 Limited movie releases
 Located only in very large cities
 Limited number of screens per venue

25. S.W.O.T Analysis
Opportunities
 New entertainment options
 Growing population
 Community involvement
 Entering smaller cities
 Technological advances
 4D Experience

26. S.W.O.T Analysis
Threats
 Competition from traditional theatres
 Online movie piracy
 Home theatre systems
 Leisure activities including gaming, sporting events, concerts,
live theatre
 Economic conditions
 Exchange rate fluctuations

27.  IMAX can be considered as a part of 3 different
industries:
 Photographic equipment
 Video and picture production
 Video distribution
 IMAX markets its theater systems through a direct
sales force and marketing staff located in offices in
Canada, the USA, Europe, and Asia. The
commercial multiplex theater segment IMAX’s
theater network is now its largest segment, 72%.
Marketing Strategy Analysis

28.  IMAX’s theatre network base consists of:
 Commercial multiplexes
 Commercial destinations
 Institutional settings
 For films released to both IMAX 3D theatres and
conventional 3D theatres, the IMAX theatres have
significantly outperformed the conventional
theatres on a per-screen revenue basis
Marketing Strategy Analysis

29.  IMAX’s strategies relay the following strengths:
 Design, quality and historic reliability rate of its theatre
systems
 Return on investment
 Number and quality of IMAX films that are distributed
 Quality of sound system components
 Availability of Hollywood films to IMAX theatres
 Company’s service and maintenance and extended
warranty efforts
Marketing Strategy Analysis

30. The IMAX Brand
 Research show that the IMAX brand is known for
cutting-edge loyalty and that consumers place a
premium on it, often willing to travel significantly
farther and pay more for The IMAX Experience than for a
conventional movie.
 In recent years, IMAX has built on its heritage of
immersive, high-quality educational movies presented in
prestigious institutions and destination centers by
increasingly expanding its network into commercial
multiplexes.
Marketing Strategy Analysis

31. Research and Development
 IMAX is one of the world’s leading entertainment
technology companies with significant expertise in
digital and film-based projection and sound system
component design
 IMAX continues to fund research and development
activity in areas considered important to its
continued commercial success
Marketing Strategy Analysis

32. Research and Development
In 2011, IMAX intends to continue to explore new areas of
brand extension such as: 3D in-home entertainment
technology, including:
 3net – a 3D television channel operated by an LLC
owned by IMAX, Discovery and SONY
 Increased post-production opportunities
 Alternative theatre content
 Partnering with technology, studio, programming,
content and consumer electronics companies
Marketing Strategy Analysis

33. International Markets
 In 2010, approximately 30% of IMAX’s revenues were
derived outside of the US and Canada
 Approximately 66% of IMAX theatre system
arrangements in backlog are scheduled to be installed in
international markets
 IMAX expects to expand its international operations to
account for an increasingly significant portion of its
revenues in the future and plans to expand into new
markets in the future
Marketing Strategy Analysis

34. Digital and Joint Revenue Sharing
 IMAX’s digital and joint revenue sharing strategies
and the strength of its film slate has enabled its
theatre network to expand significantly since 2008,
with the company’s overall network increasing by
48% and its commercial network increasing by 72%.
 In 2010, IMAX achieved a record number of theatre
signings, which is expected to drive additional
growth in 2011 and thereafter
Marketing Strategy Analysis

35. Conclusion
Watching an IMAX movie is truly an amazing experience.
IMAX theatres provide an enhanced movie going
experience perfect for field trips or a fun night out of the
house. IMAX movies can be enjoyed at any number of
IMAX theater location across the globe. To date, nearly 1
billion people have enjoyed the IMAX impact at IMAX
theatres around the world.
The success of IMAX depends on:
 Film performance, signing of theatre system arrangements,
success of new film projects, overall execution, and
reliability and customer acceptance of The IMAX Experience

36. Recommendations
 IMAX should offer more movies
 There should be more IMAX screens in commercial
multiplexes
 Ticket prices should be a bit cheaper
 Technology should be expanded to more cinemas
 IMAX should be offered in more cities
 There should be more advertising, to make more people
aware of this technology
 Promote theatres for private or corporate use

37. References
 2009 Award-Winning Marketing Campaigns. (n.d.). Retrieved March 25, 2011,
from
http://www.giantscreencinema.com/Awards/2009Awards/MarketingAw
ards2009.aspx
 Academic Writing Tips. (2011, January 13). Strategic Management. Retrieved
March 25, 2011, from
http://academicwritingtips.org/component/k2/item/715-strategic-
management.html?tmpl=component&print=1
 Big Screen Business. (n.d.). Retrieved March 25, 2011, from
http://www.imax.com.au/content/resources/Big%20Screen%20Business%
202007.pdf
 IMAX. (n.d.). Retrieved March 25, 2011, from http://www.tech-
faq.com/imax.html
 IMAX general information. (n.d.). Retrieved March 25, 2011 from
http://www.imax.com/corporate

38. References
 IMAX's 2010 Annual Report. (n.d.). Retrieved March 25, 2011, from
http://phx.corporate-
ir.net/External.File?item=UGFyZW50SUQ9NDE1NTI4fENoaWxkSUQ9NDI3NTgxfFR5c
GU9MQ==&t=1
 Hyder, J. (2009, May 25). Is IMAX the next "New Coke"?. Retrieved March 25, 2011, from
http://www.lfexaminer.com/20081016.htm
 List of IMAX Venues. (n.d.). Retrieved March 25, 2011, from,
http://en.wikipedia.org/wiki/List_of_IMAX_venues
 Nosowitz, D. (2009, May 30). The Seven IMAX Wonders of the World. Retrieved March 25,
2011, from http://gizmodo.com/#!5273201/the-seven-imax-wonders-of-the-world
 Sterngold, J., & White, M. (2011, January 27). IMAX's Widescreen Profit Performance.
Retrieved March 25, 2011, from
http://www.businessweek.com/magazine/content/11_06/b4214021503352.htm
 Warner Bros. to Release Up to 20 Movies in IMAX Format. (n.d.). Retrieved March 25, 2011,
from http://itsjustmovies.com/10625

39. Thank you