Case | HBS Case Collection | November 1997 (Revised December 1999)


by James L. Heskett


The founders of Cinemex, the largest capitalized venture start-up in Mexican history, are debating several issues concerning the operations of their new chain of motion picture theatres in Mexico City. The first concerns whether some seats should be left unsold to improve customer service. The second involves limits on advertising to be shown at each presentation. Others include possible investment in an expanded ticketing service and live entertainment.

Keywords: Business Startups; Service Operations; Debates; Venture Capital; Customer Satisfaction; Advertising; Investment; Theater Entertainment; Entertainment and Recreation Industry; Mexico City;


Heskett, James L. "Cinemex." Harvard Business School Case 898-108, November 1997. (Revised December 1999.)