The movie cinematic industry is not what it once was. Back in the 1940s, a trip out to the theater was a common occurrence. The typical American saw 28 films a year in the theater. Now, that number has dropped dramatically to four. It is your duty to help turn the movie industry around and return it to the popularity it once was. You have been hired as a consultant for one of the largest movie theater circuits, AMC. You have been charged with developing a plan that will help AMC’s efforts to help revitalize the industry. Your first order of business is to become familiar with the industry and start by identifying early signals of environmental changes and trends. To perform an external analysis of this industry, what is your first step?