Product details

Cinepolis is the largest cineplex chain in Latin America and by early 2013 it had five locations operating in California. This case focuses on the Cinepolis Luxury Cinema in Del Mar, California. The cinema opened in 2011 offering a premium quality movie environment with luxuriously comfortable reclining seats, high quality audio-visual technology and a full dining service. It had been profitable in its first year, yet some challenges posed by the operations, because of decisions and approaches to its service design and execution, are still evident. In particular, there is a dissonance between their strategic goals and their operational model, and students are thus invited to discuss the implications of this strategic misfit and to suggest potential improvements. The case is consistent with MBA and Executive MBA introductory classes in courses dedicated to service operations, operations management, services marketing, experience economy and innovation. It adopts the specific lens of the service factory vs service theatre dichotomy and can be helpful to introduce the basic concept of service design.