By "modern cinema" I was referring to the medium of films in general, not in the "cinema" itself. Like say you wanted to watch the Halo or Animatrix on DVD. You stick it in, click play and it would play from the first section to the final section, unless you specifically chose to start it somewhere else. So they're giving you the expectation of a full length movie, but splitting it up into different 'sections' or 'chunks'.
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