EMERGING TECHNOLOGY TOPIC In 1963 Stanley Durwood, with CEO…

EMERGING TECHNOLOGY TOPIC In 1963 Stаnley Durwооd, with CEO оf Durwood Theаters, now Americаn Multi-Cinema, Inc (AMC), saw one screen in one building as limiting. People wanted more choices.   Durwood claimed, "I was standing in the lobby of my 600-seat theater in Kansas City mulling over its poor grosses, when I realized I could double my box office by adding a second screen and still operate with the same size staff.” Durwood began remodeling a large single-screen theatre in Kansas City into smaller multiple auditoriums. The result? The first multiplex theatre in the world was born. The success was massive, and the theatre served as a blueprint for the industry. By 1968, Durwood’s multi-screen theatre chain had expanded nationwide. What kind of innovation is Durwood's multiplex theater?