In a 2011 article published in the Harvard Business Review, Peter Guber, former Chairman and CEO of Sony Pictures Entertainment, tells the story of how he made the case to Loews theater group (owned by Sony) to build a 16 or 20 movie screen multiplex in the unlikely city of Manhattan, NY. At the time, movie theaters only had two or three screens at most. Change is a perfect cause for fear. Guber s proposal ignited emotional ideas of self-destruction and uncertainty. Yet, he didn t corral the unbridled emotions with facts and statistics. Guber used a simple statement of logic. Comparing the multiplex theater to a food court in a shopping mall, he pointed out that a hungry shopper would see the plethora of food options as a convenience if there first choice was sold out or crowded. His point being that movies can be consumed emotionally like food. The larger menu of movies at one location would encourage more consumption. Sony s 67th Street multiplex theater was a huge hit and started
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