ИСТИНА

Changes in the global services sector led to the rapid growth of cinema chains worldwide. This is caused by changes in the global services sector. A substantial growth in number and scope of cinema chains is expected in the next decades, especially on the emerging markets. This paper sheds light on the development of cinema chains in Russia. A brief description of the local cinema market situation is presented. The main trends in the Russian cinema sector are analyzed and key factors stimulating the development of cinema chains in Russia are outlined. The potential of cinema chains is revealed. The major players’ positions and strategies are described ("Karo Film", "Cinema Park", "KinoMax", "Formula Kino" et al.). The crucial role of cooperation and coordination between the various actors in the field is revealed and explained by the complex nature of contemporary movie display services. Special attention is paid to the existing opportunities of customer value creation.