Business Case Studies, Innovation and New Product Development Case Study, Mark Cuban: Breaking the Hollywood Convention?

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Case Title:

Mark Cuban: Breaking the Hollywood Convention?

Publication Year : 2005

Authors: Chandrasekhar

Industry: Entertainment

Region:US

Case Code: IPD0058C

Teaching Note: Available

Structured Assignment: Available

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Abstract:
In Hollywood, the conventional mode of releasing a movie was initially at the theatres and later on DVDs, home video and cable channels. Challenging the conventional mode, Mark Cuban, owner of Dallas Mavericks and co-owner of 2929 Entertainment, proposed to release movies simultaneously in the theatres and on DVDs, home video and cable channels. The case while examining the responses to Cuban’s proposal, details the unconventional methods followed by Cuban in all his endeavors.

Pedagogical Objectives:

  • Movie making in Hollywood
  • How Mark Cuban changed the movie/film exhibition process.

Keywords : Hollywood; 2929 Entertainment; Mark Cuban; Todd Wagner; DVD; Cable Channels; Innovation Management Case Study; Theatre and High Definition

Contents:

  • Introduction
  • History of Mark Cuban and Todd Wagner
  • Deviating from the tradition
  • The Challenges
  • Support and apprehension
  • The Digital move

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