2002 - Canadian Museum of Civilization

Museum ServicesMuseum Services fall underthe direction of the ChiefOperating Officer of theCorporation, and include clientservices and human resources. TheBranch’s Marketing and BusinessOperations Division is responsiblefor management of the CMC’sIMAX ® theatre, productdevelopment and boutiques. Giventheir commercial andadministrative importance, manyof these services have implicationsrelated to the financial andoperational viability of theCorporation, as outlined in theCMCC Corporate Plan.Marketing andBusiness OperationsIMAX ® TheatreThe IMAX ® Theatre at theCanadian Museum of Civilizationremains one of the Corporation’smost popular attractions, andfeatures a wide range of filmsshowcasing the human experienceand the world in which we live. Itfulfils the Corporation’s statedintention to communicate itsknowledge nationally andinternationally through traditionaland non-traditional means, byintroducing visitors to humanachievement throughout the ages.Highlights of the past yearinclude:• The CMC is in the earlystages of a co-productiondesigned to bring ancientGreece to the large-formatscreen in a film tentativelyentitled Greek Odyssey. Aspart of its ongoingcommitment to ensuring thatthe world’s great civilizationsare profiled in large-formatfilm, the Corporation haspreviously co-producedIMAX ® films on the Mayaand ancient Egypt.• Although conventional andIMAX ® Theatre revenueshave dropped at least 10%across North America duringthe year, the CMC’s theatrehas increased its attendance to368,320 patrons (7.5%).• The Museum’s IMAX ® CLUB— which offers membersunlimited access to the theatrefor an entire year for a onetimefee — has been highlysuccessful, with over 4,000cards sold this year (a total of9,059 cards sold since theCLUB’s inception inDecember 1999).24