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Redesigning the Concept of Movie Theater Industry in Iran Using Blue Ocean Strategy
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Ali Elahi *   , Seyed Javad Kamali Moghadam , Mostafa Heydari |
| Tarbiat Modares Univesity |
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Abstract: (6 Views) |
With the rapid advancement of technology and changes in cultural consumption patterns, the cinema ecosystem in Iran, and consequently the movie theater industry, requires revision and improvement to align with the new needs and expectations of audiences. This study aims to design a new concept for the movie theater industry in Iran, utilizing thematic analysis and the Four Actions Framework of value innovation from the Blue Ocean Strategy. The main issue lies in the mismatch between the services, cinematic experiences, and the current concept of the industry with the evolving needs of audiences, which has led to reduced satisfaction and transformed the industry space into a red ocean. To address this, data collected through semi-structured interviews with 12 industry experts were coded and analyzed using MAXQDA 2024 software under four overarching themes: "creation," "elimination," "reduction," and "enhancement." The results indicated that innovation in services and the adoption of modern technologies can improve the film-viewing experience and increase audience satisfaction. Additionally, eliminating disruptive elements such as persistent advertisements and advertising interruptions, as well as reducing the consumption of unnecessary resources, enhances the audience's experience while contributing to environmental protection. Furthermore, reducing consumer costs through dynamic pricing and cost reductions enhances the efficiency and profitability of cinemas. Finally, improving the quality of services—including upgrading seating, sound, and visual systems, as well as providing better hygiene and catering services—makes the customer experience more enjoyable. The final section of the study offers practical recommendations for redesigning the industry's concept to boost box office performance and invigorate the economy of this ecosystem.
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| Keywords: Movie Theater, Box Office, Strategy, Blue Ocean |
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Full-Text [PDF 797 kb]
(5 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2025/01/25 | Accepted: 2025/10/29 | Published: 2026/03/1
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