Evaluation of National Film Corporations Business Strategy for Film Distribution in Sri Lanka

Jasmine Nanayakkara, M. W. A. P Jayatilaka

Abstract: The purpose of this study is to evaluate the business strategy of the National Film Corporation for film distribution from 2002 to 2012 in Sri Lanka. A successful business strategy can be effective to satisfy the demand of viewing films for cinemagoers. To analyze the effectiveness of the business strategy, Rumelts four criteria for strategy evaluation method was used. Research uses grounded theory and adopts a qualitative approach of in-depth interviews from the relevant key informants of the of Sri Lankas film industry. Relevant secondary information and data were obtained from the authorities. The suitable suggestions on cinema hall development and modern technology innovation were proposed. Besides, further research areas to streamline the business strategy for film distribution are made for the National Film Corporation.

Keywords: Business Strategy, Grounded theory, Rumelts Four Criteria, Strategy Evaluation