The Lebanese cinema industry : the case of grand cinemas

Abstract

Due to the very public nature of its products and its intrinsic need for publicity, the film industry is considered as one of the most visible industries in the world while being the most secretive in terms of its corporate and operational practices. This case study aims to explore the Lebanese cinema industry through Grand Cinemas, a family owned movie theater chain in the Levant area. Grand Cinemas is Lebanons largest cinema chain with 10 multiplexes across 7 cities. It currently operates in three countries: Lebanon, Jordan and Kuwait with 82 screens, 12,581 seats and around 280 employees. This qualitative case study follows an inductive approach combining descriptive, exploratory and explanatory purposes. For a deep understanding of the case study, data collection was done through 13 in-depth interviews with both the higher ranks of Grand Cinemas and people working in the cinema industry. The findings of this case study indicate that Grand Cinemas success was accomplished through its contribution to satisfying a basic need for entertainment in a turbulent and scared region of the world. Their success is a translation of its employee dedication, consistency in the quality of their services, and their customer relations.