Analysis Of Cinemark

4.3.2.1. Input
Cinemark’s input is in form of primary, secondary, and tertiary inputs. Primary input entails resources that are used to transform the product into a consumable form. One of the resources involves technology that enables the company to provide films to the audience. Cinemark has also invested in advanced technologies that improve film quality in a bid to appeal to more customers. Technologies such as digital projectors have allowed Cinemark to distribute films to remote areas of the world where the showcasing of digital content is problematic. Other technologies such as IMAX screens and 3-D theaters create a customer experience that cannot be replicated at home, therefore drawing people to watch films in Cinemark as opposed to
The company has created its lobbies to be interactive and multi-dimensional, where upcoming movies and animated content are presented in a manner that is appealing to the film goers (Hassoun, 2016). The aim of the captivating lobbies is to enhance customer experience while intensifying customer loyalty and engagement. Customers who may have attended the cinemas for other movies are drawn towards other upcoming movies, which lead them to become repeat customers. In this way, Cinemark upsells additional products to
Cinemark has built its brand image as the leading cinema operator in countries such as Brazil, Argentina, and Chile. Being the only major player in the cinema industry, the company benefits from its outstanding reputation, drawing large numbers of customers due to its global appeal. The company provides customers, who are the primary stakeholders, with access to content from Hollywood and an exhilarating entertainment experience. Cinemark’s expansion activities are aimed at spreading more awareness about the products and services offered by the company. For this reason, the organization acquired Rave Cinemas, a company in Texas that led to the acquisition of 483 screens, spread out in 32 theaters in 12 states. In addition, the company acquired Century theaters, therefore adding 80 theaters and numerous screens. The move was aimed at enhancing Cinemark’s presence in the Northern California (United States Securities and Exchange Commission,