Abstract
Cinépolis is the largest chain of movie theaters in Latin America and the fourth largest in the world, with a presence in 13 countries, 564 cinemas, and around 5000 showrooms. The Cinépolis commercial internationalization model consists of, among other things, the implementation of a business scheme that seeks to transfer the Cinépolis commercial model, in combination with standardization and innovation of its products and services, to the countries in which it operates. Adaptation and cultural assimilation are the key elements to understand their success in internationalization processes. Currently, the company faces the dilemma of expanding into new international markets or changing course and deepening its market presence through a well-positioned brand to increase its market share. This case study directs the student to analyze these two alternatives, whose opportunities and risks are instrumental for designing the type of processes and tactics that the company can implement.
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Notes
- 1.
“Gamification is the process of taking something that already exists – a website, an enterprise application, an online community – and integrating game mechanics into it to motivate participation, engagement, and loyalty. Gamification takes the data-driven techniques that game designers use to engage players, and applies them to non-game experiences to motivate actions that add value to your business” (Bunchball 2018).
- 2.
Megaplex Theaters operates 17 locations across Utah and southern Nevada with a total of 185 screens, including five IMAX screens, as well as a strategic partnership with the Mammoth Screen at Thanksgiving Point in Lehi. Megaplex also operates the only laser projection-enabled auditorium in Utah. Founded by the late Larry H. Miller, Megaplex Theaters are frequently among the top grossing theaters in the nation and are recognized as Utah’s favorite movie theater. In addition, Megaplex Theaters features regular and large-format movie screens, dinner and a movie gift options, conference and auditorium rental, and an industry-leading guest services team. http://www.valleyjournals.com/2016/09/27/122919/utah-s-first-laser-projection-system-premieres-at-megaplex-theatres-at-jordan-commons
- 3.
Unconventional marketing (BTL, the acronym Below The Line ) is a marketing technique consisting of the use of non-mass forms of communication aimed at specific segments and employing different media for the usual ones. https://mglobalmarketing.es/blog/marketing-no-convencional-marketing-below-the-line-btl/
- 4.
CJ CGV Co., Ltd. engages in the screening and operation of multiplex theaters in South Korea. It sells movie tickets and food and beverages, as well as offering advertisement and e-commerce services in multiplex theaters. The company was founded in 1999 and is headquartered in Seoul, South Korea. https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=3153557
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Revenues in India . (Source: Deloitte (2016))
Multiplex segment. (Source: Business Standard)
Expansion plans. (Source: Analyst Report: India Film Exhibition – Blockbuster year)
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Borbolla-Albores, A. (2019). Cinépolis México: Prospects for International Growth in the Entertainment Industry. In: Reyes-Mercado, P., Larios Hernández, G. (eds) Reverse Entrepreneurship in Latin America. Palgrave Pivot, Cham. https://doi.org/10.1007/978-3-319-94466-1_4
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