The revolution began with the malls in large cities and towns, in which different retailers had outlets. Along with these came chain stores. These malls and new stores offered consumers bright, clean and usually air-conditioned environments for shopping, going to the cinema in multiplexes, and eating in food courts. The prices in the cinemas, restaurants and food courts were higher than in their counterparts outside the malls, but competitive for manufactured goods. Those who flocked to the malls paid the much higher prices for cinema and food over time in exchange for cleanliness and comfort.
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