People aren't perfectly rational beings when it comes to "sticker shock." They won't compare the $50 to the cost of tickets and concessions for the whole family

People aren't perfectly rational beings when it comes to "sticker shock." They won't compare the $50 to the cost of tickets and concessions for the whole family, they'll compare it to the cost of a single ticket. And, somewhat more rationally, they'll compare it to the cost of renting the movie after it's left theaters (maybe $5).