This chapter documents the developments in the 1960s and 1970s which saw the decline of British cinema, and the lessons learnt from the success of American cinema industry. The decline in fortunes of the cinema throughout the 1960s and 1970s took place in the context of dramatic changes in British society. The period is one in which cinema exhibitors sought to distinguish the silver screen from the television screen as a plethora of technological advancements were marketed, such as stereophonic sound and special widescreen formats, notably CinemaScope. The end of the 1970s saw the emergence of the video cassette recorder for the home television as well as the conditions created for the development of a new kind of multi-screen cinema, pioneered in the USA. The development of the shopping centre heralded the introduction of new cinemas and chains that took their aesthetic inspiration from the malls themselves.