Surviving and growing in today's cinema industry is complex: it faces competition from illegal downloads and streaming: in response, movie theatres have introduced redesign processes and layout to attract customers. Despite many cultural and linguistic commonalities, the nations of South America have never been able to cooperate, and few regional agreements have progressed. Different consumption patterns and behaviours also need to be considered. Cineplanet, a Peruvian company that dominates the domestic market, has begun expanding regionally, building on its success in Chile. The board of directors is divided over the expansion policy, with one experienced director opposing it and a dynamic successful CEO trying to expand markets. The CEO needs to present a sound strategy of global expansion to receive the agreement of the board of directors.