Qube: Market Development for Digital Cinema
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Case Details:
Case Code : MKTG195
Case Length : 14 Pages
Period : 2003-2008
Pub Date : 2008
Teaching Note :Not Available
Organization : --
Industry : Computers
Countries : India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
The Advantages
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Till the mid-2000s, Indian film producers used only celluloid film for making movies. It was from the master copy that theatrical prints were created. However, these prints were expensive (Rs 70,000 or more). Therefore, producers limited the number of prints depending upon the 'salability' of their films. This resulted in new films initially being released only in big cities.
Theaters in smaller towns had to wait, sometimes for as long as eight weeks, before they received - often worn-out - prints from the theaters in big cities. Rather than wait that long, a significant number of movie goers in smaller towns watched pirated videos of the latest releases...
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Challenges
Initially, the most challenging issue for Real Image was to make people in the business accept the idea of digital cinema. In the mid-2000s, digital cinema was a comparatively new concept and it was difficult to expect people to change the way they did business almost overnight. According to Senthil, "The initial period was the most challenging, as there was skepticism about the role of computers in the industry."
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The Road Ahead
In February 2008, Qube Cinema got an opportunity to work with the National Film Board of Canada (NFB) to equip digital cinema venues in five Canadian cities.
"Qube's robust digital cinema platform will help us to make NFB and independently produced Canadian films accessible to the public in an exciting new way. We were drawn to Qube Cinema because of the simplicity and flexibility of their platform as well as their ability to move easily from E to D cinema," said Julie Dutrisac, head of R&D, NFB...
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Exhibits
Exhibit I: Technology in Indian Films: A Timeline
Exhibit II: Real Image's Divisions
Exhibit III: Qube's Digital Cinema Products
Exhibit IV: Real Image's Digitization Process
Exhibit V: Worldwide Presence of Qube Cinema
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