Cinépolis México: Prospects for International Growth in the Entertainment Industry

  • Alberto Borbolla-Albores


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.


Business model Innovation Experience Standardization Personalization Movie theaters 


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Alberto Borbolla-Albores
    • 1
  1. 1.Universidad Anáhuac MéxicoHuixquilucanMexico

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