I don't go primarily because I'm not going to give the MPAA $6-8 when I can get the same movie two months later for .75 through netflix. No cell phones, no mouthy teenagers, no sticky floors, and the best part is I can smoke/drink while I watch the movie (if I choose to).
It seems to me that they must be wondering why the targeted audience isn't coming, i.e. the young. It must be the movies themselves.