Qube: Market Development for Digital Cinema

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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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Case Details:


Case Code : MKTG195 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


Case Length : 14 Pages
Period : 2003-2008
Pub Date : 2008
Teaching Note : Not Available
Organization : --
Industry : Entertainment
Countries : India


Real Image Media Technologies, a company based in Chennai, India, launched its Qube Hi-definition (HD) Digital Cinema System (Qube) in 2003. Qube provided an end-to-end solution, from digital mastering of films to their exhibition. The case discusses Real Image's effort to develop the market for Qube in India and abroad. The case also describes some of the advantages of Qube. Qube was expected to reduce the cost of film prints for producers, and help reduce piracy. Qube also incorporated features such as multiple digital surround sound tracks and multi-lingual subtitling. However, even with these advantages, the company faced some challenges. The case discusses some of these challenges in brief. It ends with a short discussion on the future prospects for the company and its product

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The teaching objectives of this case are to:

Learn about digital cinema technology

Understand the efforts made by a company to develop the market for digital cinema

Analyze the challenges associated with marketing digital cinema technology in India

Assess the market prospects for digital cinema

This case is meant for MBA/PGDBM students and is designed to be a part of their Marketing Management curriculum.


  Page No.
Introduction 1
Qube: A New Era of Digital Cinema 2
The Advantages 4
Challenges 5
The Road Ahead 6
Exhibits 8


Qube, Digital Cinema, Real Image, Digital Mastering, Digital Distribution, Digital Exhibition, Piracy, Digital Surround Sound Tracks, Multi-Lingual Subtitling, Forensic Water Marking

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