Until the 1950's theatres primarily consisted of large single auditoriums. Sagging attendance figures prompted theatre owners to reconsider their financial situation.  Ultimately, they concluded that larger theatres were less profitable since they could only project one show at a time. Often, shows did not sell out and majority of seats in a 2,000 or 3,000 seat movie palace were left unoccupied.   As a result, theatres began to be subdivided into multiple spaces of two and three screen houses as early as 1962.[27]   AMC took the concept further by creating the four screen multiplex in 1966 and the six screen theatre in 1969.[28] The Imperial was briefly subdivided in 1974 into two cinemas but was later restored to its original single auditorium. The Palace was completely stripped in1980 and converted into six cinemas. During this multiplex expansion period the number of screens in Montreal increased (from 63 in 1964 to 90 in 1978) while the number of theatres remained the same at about 60.[29] The multiplex movement which continued until the late 1980's can be seen as a shift towards a modern movie going experience.  Unlike the old movie palaces the new multiplexes could compete with the television and home video market because they offered more choices to the consumer.  

The Paramount megaplex is simply an improvement on the multiplex concept.  It offers greater choice through its twelve theatres along with a technologically and aesthetically improved product.  Choice represented by the Paramount megaplex has had the dual effect of increasing supply and demand. More screens allow theatre owners to offer flexible scheduling and the ability to run multiple prints in the same theatre if it is a blockbuster film.[30]   On the opposite side, consumers are more willing to attend the Paramount because of this greater flexibility and availability of shows.  If a particular film is sold out, then the patron may opt to watch another film that he may not have regularly seen.  The building of megaplexes larger than the Paramount across Canada by Famous Players, Cineplex Odeon and AMC Entertainment suggests that there will be greater choice and greater consumption in the near future.

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