Initial Problem Analysis

The Business

Foothill Cinema Stadium 10 is a 10-screen theater offering recent and old releases to accommodate an array of different viewer interests along with a variety of concessions and self-service ticketing kiosks. Founded in 2000 by Jacob Morgan, the theater is now the oldest movie theater in Azusa, California. In partnership with BOSE Cinema, the theater offers BOSE Vision laser projection, BOSE surround sound systems and seatings are all powered recliners for added comfort.

The Problem

The problem we are encountering is the rapidly changing entertainment world. Since the COVID-19 pandemic, affordable home theater systems and low cost streaming services like HULU, Netflix, Disney Plus and Prime Video have won the hearts of more consumers to be entertained at home. Foothill Cinema Stadium 10, along with other local theaters, are facing stagnating attendance, thus lowering revenues at a rapid pace. The theater is thinking about adding more security to the premise to offer more peace of mind to their audience in hopes to help stray away from the increased concern displayed on social media of bomb threats in movie theaters. The theater is also thinking about cross training all of their employees who work the ticket booths, concession stands, film room and janitorial duties to streamline workflow. If everyone knew how to do everyones jobs, they believe it will provide easier coverage on days when staff is low. Lastly and the most important change that the theater would like to improve on is increasing revenues through room rent outs, hosting private events and offering monthly movie subscriptions

The research???

Task: complete the research section for this initial problem analysis. Describe ways, in 1-2 paragraphs, to research this problem and consider what your/their competitors are doing to address this problem

-what research methods and sources will they expect you to use

-what research methods and tools would they deem inadequate or unprofessional?