Ethnographic research

We believe an IMAX movie theater would get great business in Niagara Falls because there isn’t one in the area. There is one a distance away if people want to enjoy an IMAX theater movie. Our group did Ethic graphic Research at the Regal Niagara Falls Movie Theater, which would be the competitor to us. We learned that:
• Movie theatre does not receive any revenue from the selling of tickets at the box office.
• Big reliance on the selling of beverages and snacks. Revenue that comes from the concession stand pays for the rent, electricity bills, etc.
• Noted that the prices of the drinks and snacks are not something that can be adjusted. Compared to their competitor Niagara Adventure Theater they run at pretty similar prices.
• Noticed how a lot of people including the managers noted on how they would all like to see the price of tickets go down.
• As soon as you walk into the movie theatre building it’s quite obvious that it’s out of date. Recommend things like the wallpaper, floor, seats, and do some rearranging.
• Due to the fact that they are a publicly traded company they have a lot of stockholders.
IMAX:
• Seats are more profitable and more likely to sell out, but there are fewer seats.
• Some theatres do auxiliary carts- people consider it to be a disturbance having someone walking around during the movie, because of this they really are only able to do it at the very beginning. Also when they have enough