(Excerpt) Malls already lure you with glitzy merchandise, jazzy storefronts and fancy restaurants.Now mall developers are bombarding shoppers with gigantic banners, 126-inch screens placed at high-traffic locations and shiny Cadillacs parked on the center concourse.
Although rent from retailers still accounts for most of their revenue, mall developers are moving aggressively into hard-to-miss advertising outlets to generate extra cash. Their selling point is critical mass.
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