Economics. Pure and simple.

$8.50 to see a movie here. Runs a bit expensive for two, not to mention the robbery for a cola and corn.

Back in the day when my son worked at the theater and could get us in free, we saw more movies. Now we wait until it is out on DVD and rent them for a couple of bucks. Or until it makes it to the drive in and we can catch a double feature for $10 a carload.