32 vrine resources and capabilities a resource that

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3.2 VRINE: Resources and capabilities A resource that Lionsgate Entertainment has is the collaboration with media superstar Tyler Perry, and the Tyler Perry franchise that they have created together. “Lionsgate has been
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Lions Gate Entertainment the iconic filmmaker's home since his breakthrough theatrical box office hit Diary of a Mad Black Woman revolutionized the film world in February 2005.” 38 This collaboration that Lionsgate and Tyler Perry have created, have led to many media hits including the Madea movie franchise (including popular titles Madea Goes to Jail , Madea’s Big Happy Family , and Madea’s Family Reunion ), Tyler Perry’s I Can Do Bad All By Myself, and Tyler Perry’s Why Did I Get Married ?, as well as his two hit TV series Tyler Perry’s House of Payne , and its spin-off Meet the Browns . 39 This franchise of motion pictures and television programming is known as “one of the most remarkable collaborations in entertainment”. 40 To determine that this collaboration/franchise is a resource, it must be analyzed through the VRINE model, which aims to ask whether it is valuable, rare, inimitable, non-substitutable, and exploitable. First, we see that this collaboration is valuable to Lionsgate. The collaboration with Tyler Perry brings brand recognition to Lionsgate and Tyler Perry’s films for Lionsgate have grossed more than $520 million at the North American box offices alone in the past 6 years. Furthermore, his films, stage plays and DVD’s have sold more than forty million DVD and digital units. 41 Therefore, the Tyler Perry franchise is valuable to Lionsgate with large box office earnings, high sales of DVD’s, and recognition through his movies and two TV series. Next, we see that Lionsgate’s relationship with Tyler Perry is rare. "Tyler Perry is one of the most powerful and unique entertainment brands in the world today, with a fan base that is virtually unrivalled in its loyalty and passion” 42 As described on the Lionsgate website, “From the moment he burst onto the entertainment scene almost ten years ago, Tyler Perry has single- handedly changed the landscape of stage, screen and television with bravado, confidence and tremendous commercial success.” 43 Thus, Tyler Perry’s entertainment and comedy brand is unique enough and has such passionate and loyal fans, that this type of collaboration with such a strong entertainer is a rare and valuable relationship. Next, this franchise and collaboration agreement is hard to imitate or substitute, since Tyler Perry’s entertainment brand is seen as so unique and has such a loyal fan base. This loyal fan base implies that companies that try to imitate would not be successful since these fans are already committed to the Tyler Perry franchise and his unique brand of entertainment.
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  • Winter '13
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  • Lions Gate Entertainment

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