In 1978, my first year in the Air Force, I probably went to 70 movies that year (a dollar per entry, and another buck for popcorn/Coke). With prices nearing $9 to $10 for a Sunday afternoon showing, and $10 for a popcorn/Coke....I probably see an average of one to two movies a year on average. The pricing makes it ridiculous. At some point in 2012, I actually decided about 40 minutes into the movie to walk out. For the money I’m putting out, I need to expect it to be a ‘winner’.
Of course pepsionice won’t pay 10 bucks for a Coke!