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Sample Name |
Milan Regional Market Strategy Report |
| File Name |
Milan Regional Market Strategy Report.pdf |
| File Date |
November, 2000 |
| File Size (kb) |
8967 |
| Description |
A computer simulation of cinema attendance of the study area for the Milan Region was carried out to provide reliable estimates of future admission potential for nine selected strategic sites located in and around Milan in northern Italy. Each site was examined under different competitive conditions based on an advanced gravity modelling technique developed and modified over a period of 30 years. Market share allocated to each competitive cinema venue in the region is calculated as a weighting of relative attraction of each venue and drive time adjusted in one-minute intervals. A base line analysis replicated current attendance throughout the market prior to introduction of a series of proposed new developments with progressive increments of new competitive multiplex. A threshold level of admissions per screen was based on the Warner Village Rome cinema complex Parco de Medici limiting the capacity. Excess cinema attendance is preserved in the modelling procedure using formulae that allocates new attendance potential for cinemas that are proposed in catchment areas not currently serviced by cinemas. The methodology encompasses comprehensive hard data including the relative advantage of sites with respect to proximity to markets, road systems using GIS to establish typical travel times, competitive venue attraction and overall current and future market demand. |
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