Reduce PDF size by flattening InDesign file??

i have a 68 page catalog design in InDesign. i export as PDF/X-1a:2001 for printing. it comes out as 96MB and the printers site wont accept it. so they are telling me to flatten the images and layers in the PDF. I thought that type of PDF already does flatten everything so im not sure what they are talking about. Another project i worked on the transparencys were not coming through right to the printer, they also asked me to flatten the transparencies. but that i did in photoshop before bringing it into InDesign. This catalog file im on now... there are a ton of images and it wont take forever to flatten every image and re-place in InDesign. is there a better option to reduce the PDF size but still keep high quality for print? Thank you.

There are several different, and contradictory, meanings of "flatten" so it's on order to ask exactly what kind of flattening they want and what tools to do it with.
One meaning of "flattening" is to flatten transparency, turning it into images or composite shapes.
Now
1. This sort of flattening almost always makes things bigger, not smaller - if there is transparency in the first place.
2. When you save as PDF/X1-a or PDF/X-3 it will always be flattened; that's the rules.
3. So the choice of PDF/X-1a forces flattening and often makes files much bigger.
Do the printer require PDF/X-1a?

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