During the 1970s, multiplex operations were being established at shopping malls across the nation. At the same time, the motion picture industry was introducing state-of-the-art audio improvements to enhance the motion picture experience. The most noteworthy of these were...

*Sensurround. Developed by Cerwin-Vega Audio and Universal Studios, it added extended-range bass to a movie soundtrack. Introduced with the November 16, 1974 release of "Earthquake", the Sensurround effect was felt more than heard, especially during on-screen depictions of earth tremors, aerial dog fights and roller coaster rides. After only four features, the Sensurround format was abandoned. It had proved to be impractical when used in a multiplex theater configuration with several adjacent auditoria.

*Dolby Stereo. Perfected by San Francisco's Dolby Laboratories, "Dolby Sound" was first utilized during the filming of "A Clockwork Orange", which premiered in New York City in December 1971. Unfortunately, the film was released with a standard soundtrack. In 1973, Dolby Labs joined forces with Eastman-Kodak and RCA. A new "Dolby Stereo" system was perfected, which was similar to ABC-Sansui's "QS" matrix quadraphonic vinyl LP format. "Liztomania", released October 10, 1975, was the first feature film to utilize Dolby Stereo. "Star Wars", which premiered May 25, 1977, contributed greatly to the success of the new format.

The logical progression to the eight screen multiplex took place with the 1978 dedication of Cobb Theatres' Cinema City 8, at Birmingham, Alabama's ROEBUCK SHOPPING CENTER.

By the early 1980s, the final phase in the evolution of the Shopping Mall Movie House was underway. The sound quality of the motion picture had taken a giant step forward during the 1970s and the 8-screen venue had entered the picture. Now was the time for the first Shopping Mall Cinema with more than eight screens.

By coincidence, the Shopping Mall Megaplex premiered in Los Angeles, not far Hollywood. The Beverly Center 14, which was housed in the new BEVERLY CENTER mall, showed its first features in July 1982.