The Rise and Fall of Cirque du Soleil Part 3 : International Expansion & Adding Strength
International Expansion with First Mover Advantage
After this huge investment and worldwide exposure, Cirque du Soleil announced their next ventures in Europe. In 1990, they opened new shows in London and Paris. By 1992, Cirque du Soleil’s fame, art, and style had spread across Europe. Once the base in Europe was established, they headed towards Japan and performed shows in Tokyo and seven other cities in Asia.
Adding a Strength - Predictable Cash Flows
In 1992, the company signed a 10-year contract for their new show 'Mystère' with Mirage Resorts. This new business model of performing in theatres was very beneficial for Cirque du Soleil. It was truly revolutionary at the time, especially for a circus performance where oftentimes business was unpredictable and seasonal. This also helped Cirque du Soleil establish their brand permanently in the US.
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