Fitness product o 30 market share in 2010 ranked 2 o

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Fitness product o 30% market share in 2010, ranked #2 o 25% market share in 2011, ranked #1 DVD o 18% market share in 2011, ranked #2 Economic Logic Exploitation in theatres and in ancillary markets such as home entertainment, DVD, Blu- ray, pay-per-view, VOD, electronic sell through, digital rentals, pay television, broadcast television, foreign markets Seek to limit financial exposure: o Lower budget productions (p. 8) o Acquiring independent films o Co-production agreements, providing joint effort and cost sharing between Lions Gate and one or more third-party production companies (p. 10) o Minimize production exposure by structuring agreements with talents that provide for them to participate in the financial success of the motion picture in exchange for reducing guaranteed amount to be paid (p. 10) o Use of certain Canadian tax credits, German tax structures, UK subsidy programs, domestic US state tax incentives to mitigate financial risk (p. 11) Construct release schedules taking into account moviegoer attendance pattern and
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