“More choice is less choice”. Discuss this view in
relation to the Multiplex and what is offered to audiences. Refer to examples
in your answer. 777 words
Arguably
the large number of screens a multiplex allows them to show a range of
different genres of film, suitable to a variety of different audiences.
However, in many ways, there is less choice of film offered to audiences at the
multiplex due to the nature of the type of films that tend to be available.
Since the
development of 3D cinema, many multiplexes have begun focusing on showing 3D
films through which they can charge higher ticket prices and entice audiences.
However, generally these films are action packed with intense visual elements
and effects. Therefore, there is often less choice as these films dominate the
multiplex screens and others which have a different sort of appeal are less
available. Furthermore, action packed, 3D films are also available in 2D which
means that the same film takes up two of the screens, where another different
film could have been offered. Although they have the choice between 2D and 3D,
the choice of films is limited. For example, in the multiplex cinema that I use
frequently, this week there could have been four different films available in
the screens where the 3D versions of films are playing. Therefore the
audience’s choice is severely decreased by the option of either 3D or 2D.
However
the multiplex cinema does offer more choice in regards to showing times of
films. If a film is going to be very popular, the multiplex has the option of
showing the film in multiple screens which offers the audience more choice in
times. However, in such a case there will be a smaller choice in other films. The
number of screens means that there is literally a wider choice of films
available at a given time, however, the multiplex rents the film reels from
distributing companies, thus, most independent films are unable to be shown at
the multiplex. Therefore the multiplex cinema is limited in what it has to
offer audiences as films that are financed by studios which are often very
commercial. Studio financing is usually much greater than independent financing
and therefore the films that are typically shown at a multiplex have big
budgets attached and have had the studio sets, effects and such the like, to
work with. This allows them to pay for high end visual effects, celebrity
actors and actresses etc. The films shown at a multiplex are often made in a
similar style which reduces the choice in the type of film available to the
audience.
General
audiences at a multiplex however, may not feel that this narrows their choice
in film as they have often not been as exposed to the alternative types of film
that are not shown at the multiplex. As film students, it is easy to criticise
narrow choice of film offered at the multiplex cinema, due to our assumed viewing
of a wider range of films. However, the masses that have been exposed to the
mainstream film industry at the multiplex would not question the choice in
range of films and would be contented with the choice of genre offered.

Due to
the studios need to make a large profit from their films, they need to make and
distribute films that are commercially viable. This means that the films that
are rented to the multiplex are often extremely defined in a genre and have and
extremely defined audience, for example, families or children, romance fans,
fans of an acclaimed performer or director etc. For example, the films that are
being shown at the local multiplexes at the moment can all be identified with a
specific target audience, Pirates In and Adventure with Scientists; family
audiences, Battleship; action fans and stereotypically a male audience, fans of
Rihanna and Liam Neeson, and The Hunger Game; people who have read the popular
books. Arguably this means that a wider choice is available to audiences, as
they are all catered for with different genres. However, often films which have
a more complex appeal, an appeal that is appreciated only once viewed, or one
that is difficult to advertise to a specific audience, is less likely to be
rented to the multiplex cinemas, as they will struggle to find an immediate
audience. Therefore, the choice at the multiplex is reduced as they do offer a
number of films, however, which are simplistic in their appeal and target
audience. In addition to this, in trying to remain commercially viable, by
steering close to a genre and reliable target audience, many of the films
offered at a multiplex can become repetitive in their themes, and idea, further
reducing the choice of film, in their attempt to cater for the different
audiences.