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This makes the films fit with the audiences' expectations. They are not surprised by what they see and can have an easy, predictable viewing experience.
However, blockbusters may not be the only reason for a rise in British box-office figures. Between 1950 & 1960, cinema audience figures were extremely high, as people would often go to the cinema two or three times a week. This was more as a social event rather than just to see the film itself. They also had a larger disposable income as the war had just finished, so they were able to fund going to the cinema. This may be what has happened since 1990 as the cinema has become more of a social occasion, with the introduction of multiplexes...
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