Nichols writes..

I think that Nichols is trying to say that there are so many modes and it makes it harder for people to take a grip on what they are really watching. When there are so many ways to show and represent whatever it is that you are trying to describe might be difficult for the viewer. It could be that or they might prefer it a certain mode and when the film isn't in that mode they might full understand it. 
I think that if you really want people to know and watch what it is that you are trying to show them then you could do the same film with the same information but with different modes. If you have done it in multiple modes then you might have more people interested in what you have to say vs just doing it in one mode.