Less and less people are going to the theaters when they get a better experience at home for a fraction of the price, with way more comfort, and not much later then the movies release.
My century theater upgraded to really comfy seats, is $8 before 4 (although concession stuff is still insane), and only $5 all tuesday...and still you never see even 1/3 of the seats filled. I mean, they could pretty much put individual couches/beds etc in the theaters now with as many people are usually there.
The reason is simple, you can get a movie on demand on your TV (through tons of methods) for $6 not much llonger after it's released, or often get it 2 weeks faster then that for $1.50 a day from dvdxpress kiosks that are all over (is redbox getting replaced?). Even if you don't return the movie for 3-4 days, it would still only cost you $5 max, and you can watch it over awhole weekend etc.
The ONLY time I have seen my local theater fill up (or mostly) is on 5$ tuesdays at night (after work) since there are a ton of people who would normally have to wait till the weekend, or shell out $11 a ticket for those times.
So yeah, not surprising that even a good movie doesn't do that well, especially if it's not one kids are going to try and drag their parents to.
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