If I run a restaurant near a theater, why would I want their data? I already know the clientele that visits the area, whether that's relatively high-end, worki

If I run a restaurant near a theater, why would I want their data? I already know the clientele that visits the area, whether that's relatively high-end, working folks on their one-movie-night-escape a week, high school kids on date night, etc. I can already trivially find show (and run-) times from the theater and plan to stay open later or otherwise staff accordingly. I can advertise, in the theater even, for not a whole lot of money, and reach the people who saw "movie x". Theaters are happy to take your money for a 30-second spot in between pre-roll movie trivia clips. If I'm an uber/lyft/taxi driver, the same thing applies -- it's easy to find out when movies are out, so it's easy to be in the area. I guess I just don't see the value in "exact location and time" (at the theater, shortly before the movie starts) or any other data they can provide. What am I missing? What use-case is there for that data that makes it worth paying for?