The movie itself is no longer the value. You have your 50" TV at home, with your own drinks and friends. Why would you go out and pay a lot of money if you can

The movie itself is no longer the value. You have your 50" TV at home, with your own drinks and friends. Why would you go out and pay a lot of money if you can One-Click-Download your way to better "value" watching the movie at home? So focus on creating extra value. The movie ticket has a dual role as a lottery ticket. Maybe you can win 1% of the revenue -or- your can win a trip for 2 to a Hollywood red carpet event. Hell, Charlie and the Chocolate Factory style golden ticket: win yourself a chance to star in the movie studio's next big production.