A 3D View of the Edinburgh Dominion Cinema within the UK cinema sector

Caroline Marchant, Alexandra Rome, David Marshall

Research output: Other contribution


This case study considers how a small-medium enterprise (SME) independent cinema can position itself to compete against the dominant international players in the sector. The cinema industry is dynamic and picture houses must consistently adapt to the newest innovations and advancements if they wish to remain competitive. Such a feat can prove difficult for an independent SME, as the funds needed may not be accessible and technology and movie titles may not be readily available. Therefore, the independent theatre must be creative in developing and employing its marketing strategy. This case considers the environment and industry of the UK cinema sector holistically, the current competitive market and industry players, as well as the audiences and target market base. Additionally, an expanded appendix provides in-depth comparisons of the histories, environmental influences and current practices of cinemas in the UK. It has been used in a wide range of contexts, ie in different countries (the UK, US, and Japan) and has been used on both undergraduate and post graduate students. The case challenges students to think critically about developing marketing plans and strategies for an SME operating in a saturated market.
Original languageEnglish
TypeCase Study with teaching notes
Media of outputwritten
PublisherCase Study Centre
Number of pages18
Place of PublicationUK
Publication statusPublished - 2014


  • United Kingdom
  • Cinema
  • Movie Theater
  • Promotion
  • Strategy
  • Marketing
  • Small-medium enterprise (SME)
  • Independent


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