...and 99% of the movies suck.
Not much the theater owners can do about that.
>Not much the theater owners can do about that.
Book other films. If that means independent films, foreign films, revival films
When a filmmaker or filmstar dies there are people who love their work and some may own it on home video (but don't have as large a screen or sound system and don't get that full audience shared experience) and then there are those who never saw their work (or their big work) - either 'put it off'/'got passed by' or were too young the first time around.
There are other reasons for doing revival showings. The films remain popular (and are cheaper to book).
Before home video, numerous films (beyond just the disney cartoons) would get periodically rereleased (and not just for their 50th anniversary).