Currently, Premier Exhibitions is losing some money in its exhibition business and is in the process of trying to sell its Titanic assets. Premier paid Guernsey’s to auction its Titanic assets but it looks like this auction has failed to meet Premier’s reserve price. The failed auction suggests that the market price of the Titanic assets is not that high. In the future, it may be more difficult for Premier to fetch a good price for its assets as the Titanic story is getting played out, it will no no longer be Titanic’s 100th anniversary, and excitement over James Cameron’s film re-release fades away.
Premier’s operating business is likely worth no more than $30M ($30M is likely far too generous). Premier has a market cap of $117M. The difference between the market cap and the value of the operating business can be attributed to the implied value of the Titanic assets. Valuing Premier basically comes down to how much these assets are worth.