Educational Media Reviews Online

This documentary examines the sociological, psychological, and cultural aspects of shopping as a social activity. The audience is given a brief tour of many of the U.S.’s major shopping malls such as Sawgrass Mills in Florida, the Forum Shops at Caesars in Las Vegas, Southdale and the Mall of America in Minnesota as well as Edmonton’s West Edmonton Mall in Alberta, Canada. The video provokes thoughts about consumer identity and diversity as well as behavior. Evoking “experience retail” and “shoppertainment,” as a counterpoint to Internet home shopping, the program instigates discussion and inquiry into the relationship between economics, architecture, and human interactions. Interesting marketing statistics and facts are presented including the amount of time spent in the mall is an important factor in how much money is spent on average, and “men shop to buy and women shop to shop.” Family vacations to large shopping malls are becoming more popular than visits to national parks, and the phenomena of staying in a hotel connected to the mall for several days are explored. The Mall of America has more visitors than any other single place in the U.S. The social benefits of “mall walking” groups are discussed briefly too. One section examines the phenomena of wedding chapels in malls and why they are becoming more popular. Viewers also hear from major architects like Jon Jerde (Horton Plaza, San Diego) and Paul Jacob (Desert Passage, Las Vegas) on their ideas for designing malls today.

Video technique and effects are outstanding as is the photography. Viewers get a true image of the visual sensory experiences of the various malls highlighted. Editing was judicious and effective. The film is suitable for adults of all ages. School, academic and public libraries should purchase to demonstrate the entertainment and social value of shopping malls to the various age groups.