Qube: Market Development for Digital Cinema
Learn about digital cinema technology
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
The teaching objectives of this case are to:
Q1. Learn about digital cinema technology
Q2. Understand the efforts made by a company to develop the market for digital cinema
Q3. Analyze the challenges associated with marketing digital cinema technology in India
Q4. 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.
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