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"I don't know why people behave as they do in movie theatres...although one of my theories is that the individuals in the audience are seized with the need to divert attn from the screen to themselves, to become an alternative performance...an exercise in vanity."

Vanity, yes... but you do not take it far enough: Barbarity is essentially baroque in nature, and requires no reason to vilely flower forth... beyond the fact of its own existence. They act that way because they can, and no one is enforcing the social contract to stop them.

People believe that movie theaters are "public" places.
They are not.
They are private property, and can (and SHOULD) be governed by the rules set by that property's legitimate entitled owner. As this is the case, the rules set by the owner or his duly empowered representatives ("management") are in fact law within the bounds of that property.

Most movie theater owners require silence or near-silence from their patrons while the movie is projected. Most movie theaters owners require a basic minimum level of decorous physical demeanor, cleanliness, and dress from their patrons while on premisis.

By voluntarily purchasing a ticket, a patron is entering into a civil agreement to abide by the rules set by the site owner in exchange for services rendered. One of those services the property owner promises is a civil, tranquil, safe environment in which a patron may peacefully enjoy a film.

Failure by a patron to abide by those rules is breach of contract. A patron who disobeys those rules can and should be required immediately to desist or leave. Failure or refusal to immediately do one or the other is criminal trespass. This can, and should, result in summary detention by the police, jailtime, and fines.

Failure by the property owner to enforce those rules against unruly patrons is fraud and breach of contract against all other patrons. As a dissatisfied patron usually can get an immediate refund, and can refuse his patronage to that establishment in perpetuity, it is difficult to assess the possibilities of stronger and more effective (reformative) legal penalties being applied to negligent theater owners.

Unfortunately, the litigious climate prevailing today, as well as the advanced state of decay to which public etiquette has devolved, serves as a disincentive to theater owners to assert their own rights as private property owners and enforce their just will on their voluntary and unruly guests.

So the obnoxious bastards, who have made what was once a pleasant means of diversion into a terribly unrewarding and annoying experience, run rampant.

Solution? I have no earthly idea.

re: As a dissatisfied patron usually can get an immediate refund)))

Yes, and I have done that just a few weeks ago for a ruined performance of Return of the King--but when you and sweetie have set aside the time and effort to watch something, it isn't the price of the ticket that you regret losing.

It was this particular movie that brought home to me just how distressing the behavior of movie-goers can be--I truly wanted to see this movie in a theatre, unmolested.

re: Solution? I have no earthly idea.)))

I'm afraid you will have to invest some money in a home theatre--but you'd be surprised how quickly even an expensive monster television can earn its way.