Cineplex Entertainment Essay

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Cineplex Entertainment: The Loyalty Program (Case Analysis) Mentor: Prepared by: Makedonka Dimitrova , PhD c. Darko Bezhanoski ID: 9675 November, 2013 1. Introduction The first Canadian film screening took place in 1896, in Montreal and the earliest cinema opened in 1906. In 1979, Canada’s first 18 multiplex opened in Toronto. By 2005 only three major theater companies existed in the Canadian movie and event exhibition market. Cineplex Entertainment was founded in 1979 as a small chain of movie theaters under the Cineplex Odeon name. In 2003 Cineplex merged with Galaxy Entertainment Inc. The CEO of Galaxy, Ellis Jacob, took over the newly merged company. In late 2005 Cineplex Galaxy acquired its largest competitor, Famous Players, and became Cineplex Entertainment- Canada’s largest film exhibitor. Cineplex’s corporate mission focused on offering movie goers “an exceptional entertainment experience”. In order to stay competitive in 2005 Cineplex expanded its strategy to focus on developing new markets, they used the theaters large screens to showcase live events such as hockey games, wrestling matches etc. Sarah Lewthwaite, marketing director for Cineplex Entertainment had some dilemma and needed to answer to some questions prior to committee’s meeting the following week. She had to decide, which loyalty partner the company should use, how the rewards should be structured and promoted, what promotion campaign should the company use. 2. SWOT Analysis Strengths: * The domestic market is large * As strength we can mention the recent refurbishment and the construction of new theaters. For this Cineplex has spent $57.5 million. * They have introduced

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