Mutliplex cinemas

-No projectionist and no ushers needed with the development of technology (the electronic projection)
-From 1965-1970, 100 multiplex cinemas were opened in shopping centres in the US
-Before multiplexes were introduced, there was a big decline in cinema attendance
-Multiplexes put smaller cinemas out of business
-"Success of a few expansions in 1980s"
-'Megaplex' = 20 or more screens - 1985 -Milton Keynes
-1984 - the multiplex was designed to get people back into cinemas because of the introduction of    VHS (home video) became a trend, resulting in a decline in cinema attendance
-Technological
-Social
-Economic
-Success led to an expansion in 1980
-Rotate films of biggest films; release the biggest on the main screen and the smaller ones on the smaller screens
-Multiplexes increased attendance to cinemas due to the introduction of technology and VFX, which enhanced the experience


- In 1944, cinema attendance was at its peak due to the war = to escape reality and a distraction, to see the news, or as a propaganda form, to reinforce moral. War films were also at its peak, but this was not a true image of the war, it was more idealistic, reinforcing moral and comfort about the war.

-Cinema attendance has risen from 2003 -2011 due to technological advances such as 3D, making the experience of the cinema greater and the lack of experience if watched at home or pirated.

-The pricing of the cinema attendance has risen because the price of tickets have increased, it is not that more people are going to the cinema, but the increase of ticket pricing.

-3D impacts the amount of pirate copies. This happened again in the 1980s and is repeating again now. online and the threat of home videos / piracy. You can't watch 3D at home, therefore the risk decreases.

1970s-1980s Rise of the Blockbuster and Multiplex cinemas

Economic:

• Box office - cinema attendance 
• Budget / production budget (+100 mil) 
• Marketing budget = hype - Jaws was the first movie that marketed hype - the summer event movie - pre-sold audience; fear; iconic posters = need to see it, wanted to be scared = part of the event 
• Economic recession - no throwaway money - UK 
• Multiplexes located in shopping centres = a leisure or social experience - part of the teenagers weekend - it becomes a product and entertainment item, rather than an art form

Jaws and Star Wars were successful, therefore people saw these as safe and repeated these and types of films like this to make more money, similarly to these circumstances. = Blockbuster Formula - Production

Special effects = money = Star Wars

Film studios built multiplexes so that they could show and sell their films - used as outlets to advertise and show their blockbusters - Exhibitions - the only thing you could watch, therefore it will make money if this is the only thing you can watch and is on the menu 

Film studios make films and show them in their multiplexes 

Multiplexes put smaller 'fleapit' cinemas out of business - they were independent and located in towns, however, now smaller cinemas have refurbished and adapted their cinemas - they served a neish audience. 

Multiplexes only allowed their blockbusters to be shown within their cinemas rather than the fleapit cinemas. This puts the smaller cinemas out of the business as these are the films that people want to watch. = Multiplex cinemas = one big factory industry

Cross promote = advertisement of their own films = revolving circle of multiplex cinemas and the decline in fleapit, smaller cinemas.