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Megaplex Strategy: Blockbusters vs Counterprogramming
The initial strategy behind constructing megaplexes and implementing aggressive marketing campaigns aimed to diversify film offerings, mirroring cable TV's variety of choices tailored to any audience. However, blockbuster films often dominate the box office to such an extent that they overshadow other releases. Observers clinging to outdated ideas of "spillover" crowds should examine how...
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