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Multiplexes and the Cinematic Experience in Nigeria
To Nigerian film goers, the multiplex is a relatively new concept. There is a need to determine and define what constitutes cinematic experience in the multiplex. Added to this is the need to assess how impressive multiplex offerings are to the audience. This study adopted the Technological Determinism Theory as well as the Diffusion of Innovation Theory. The methodology of this work straddles both quantitative and qualitative approaches. This has enabled a balance in data gathering, presentation and findings. Simple descriptive statistics was adopted in conjunction with logical interpretation, as well as textual accounts. Parameters covered include external appeal, internal appeal, security, customer service, box office, cinema hall technology, movie experience, audience conduct and post movie impression. It was found that Nigerian multiplex audiences were either quite impressed or excellently impressed with regard to each of the above parameters which constitute multiplex offerings. As a result, the study has succeeded in defining the parameters of the multiplex cinematic experience, whilst assessing how multiplex audiences receive multiplex offerings.
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