Qube: Market Development for Digital Cinema
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Please note:
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:
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Price: |
| Case Code |
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MKTG195 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes
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| Case Length |
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14 Pages |
| Period |
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2003-2008 |
| Pub Date |
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2008 |
| Teaching Note |
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Not Available |
| Organization |
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| Industry |
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Entertainment |
| Countries |
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India |
Abstract:
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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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Issues:
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.
Contents:
Keywords:
Qube, Digital Cinema, Real Image, Digital Mastering, Digital Distribution, Digital Exhibition, Piracy, Digital Surround Sound Tracks, Multi-Lingual Subtitling, Forensic Water Marking
Qube: Market Development for Digital Cinema
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