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It Is Unlikely That Planning Permission For A New Cinema Would Be Given By ...


It is unlikely that planning permission for a new cinema would be given by the local Council. As such, as far as cinemas go, a customer's only option is to either attend this cinema or the multiplex.
Weaknesses:
It is not possible to protect the intellectual property behind the concept of a Gold Class cinema.
Patrons are only likely to pay a premium price for a movie when blockbuster movies are released. A lack of hit movies could make it difficult to sell tickets.

Opportunities:
There are plenty of small, family run cinemas which are currently struggling. The depressed market and the Gold Class concept give the owners the opportunity to purchase cinemas at a reasonable price and turn them back into profitable enterprises.

Threats:
The Gold Class concept relies on people willing to spend a little more to enjoy a more luxurious cinema experience. If the economy was to falter, value added businesses like Gold Class cinemas would be the hardest hit.
If the concept proved to be a success, there is nothing stopping the multiplexes from offering a similar service.
There is a threat that by offering alcohol in the cinema, the problems associated with anti-social behaviour could follow.

Appendix 4 - Market Segments
When assessing the market segments, it is important not to focus too narrowly. While the Gold Class cinema concept may seem to appeal to only a niche market, the fact that most, if not all, adults in the country have been at some point in their lives been to a cinema to see a movie means that those potential customers already share a common conceptual language making it much easier to appeal to them. It is much more difficult to appeal to someone and have them try something they have never done before.
As noted above, the percentage of people who often go to the cinema drops off sharply from the age of twenty five. One of the reasons for this is that the choices of entertainment available as people become older increases and the impression of cinemas is that it is the haunt of teenagers who aren't old enough to get into bars.
However, this is the segment of the market with the most disposable income, who have happy recollections of going to the cinema as youths and are now expect a more grown up experience when going to the cinema. This is the market segment to which Gold Class aims to appeal.
Appendix 5 Australian Gold Class Sample Menu

BIBLIOGRAPHY

Corrigan, P. (2006), The Sociology of Consumption, Sage Publications, London
Dolan, R. J. (1991), Strategic Marketing Management, McGraw-Hill Book Company, USA
Entertainment and Media, The Encyclopaedia of Forms and Precedents (1998), 5th ed., vol. 15(1), Butterworths, London
Friedlob, G. T. & Plewa, F. J.


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