- wider audience
- multiple screens--> usually designed specifically for the task
- digital surround sound/ projection/ IMAX/ 3D/ CGI
- bigger screens and seats
- often in leisure park with other facilities and parking
however they are also...
- expensive
- hold large standing costs
- need to be profitable
- usually have to choose a major studio product in order to ensure biggest return
ART HOUSE (like PICTURE HOUSE CINEMA):
- targeted at a niche and specific audience
- 1-2 screens only (meaning limited spacing)
- often in converted spaces (theatres/churches etc.)
- may not have latest digital sound (dolby pro logic)
- more intimate venue
- often in obscure locations
but they also have...
- lower standing costs so less profit is needed
- opportunity for experimental and independent films leaving Hollywood product to Multiplex
- a much more communal atmosphere for the viewer
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