Abstract

Steven Spielberg, star movie maker, David Geffen, the man who had revolutionised the music industry single handedly and Jeffrey Katzenberg, the man who had turned around Disney, came together in early 1994 to start DreamWorks. It was an unprecedented move in the entertainment industry that was largely dominated by big organised players. DreamWorks aimed at becoming the 'artists studio', and deliver the best quality pictures to the world audience. Since 1995, DreamWorks had made 44 movies but this was a disappointing performance by industry standards. DreamWorks, which was not even close to turning profitable by early 2003 depended too much on one man's brand equity, Spielberg. The case provides an overview of how strategies are formulated in the highly creative entertainment industry.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

DreamWorks, Steven Spielberg, Hollywood, Movie industry, David Geffen, Universal Studios, AOL Time Warner, Disney, Columbia Pictures, Jeffrey Katzenberg, Oscar, Franchise movies, Lord of the Rings, Spider-Man, Music business