Innovation and New Product Development Case Study

Mark Cuban: Breaking the Hollywood Convention?

OR

Abstract:
In Hollywood, the conventional mode of releasing a movie was initially at the theatres and later on DVDs, home video and cable channels. Challenging the conventional mode, Mark Cuban, owner of Dallas Mavericks and co-owner of 2929 Entertainment, proposed to release movies simultaneously in the theatres and on DVDs, home video and cable channels. The case while examining the responses to Cuban’s proposal, details the unconventional methods followed by Cuban in all his endeavors.

Pedagogical Objectives:

• Movie making in Hollywood
• How Mark Cuban changed the movie/film exhibition process.

Keywords : Hollywood; 2929 Entertainment; Mark Cuban; Todd Wagner; DVD; Cable Channels; Innovation Management Case Study; Theatre and High Definition

Contents:

• Introduction
• History of Mark Cuban and Todd Wagner
• Deviating from the tradition
• The Challenges
• Support and apprehension
• The Digital move