Marketing of Stereoscopic Cinema

Bachelor Thesis from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1, Vienna University of Economics and Business (International Business), course: International Marketing Management, language: English, abstract: With the rise of Internet platforms providing both legal and illegal file sharing utilities, media companies - especially the ones focusing theatrical cinema markets - are facing new problems and difficulties to remain merchantable in opposition with their online competition. With the beginning of the new century, the number of sales, as to say the worldwide number of cinema attendances, experienced an ongoing stagnation or even a decrease. In order to cope with this challenge, international film production companies and cinema chains are challenged to develop new strategies if they mean to endeavor market changes. One possibility to attract a larger audience to the cinemas could be the usage of stereoscopic 3D technology, due to the lack of an online substitute. This phenomenon is not new. When, in the 1950s, television started to become part of the average households and cinema attendance numbers collapsed, 3D films experienced a heyday. The task of this research is to compare the former boom with today's trend and to evaluate whether the stereoscopic technology is a proper tool to enhance sales in terms of cinema attendance for international media companies.