For me, a lot of it comes down to time. If I decide I want to watch a movie, I don't really want to plan it out as an activity. I want to sit on my couch in something comfortable with a snack and take it in. What I don't want to do is: figure out when / where there is a showing that fits into my schedule; clothe myself appropriately for going out in public; transport myself to that location / find somewhere to park; stand in a line to be herded into a theatre; watch a half-hour worth of commercials (or try to show up after all the ads but risk not getting a good seat). As a side note, theatres should consider doing away with the front three or four rows: it's impossible to see the whole screen, it's uncomfortable to crane your neck in a manner that lets you even try to take in the whole thing, and forget about reading subtitles from that range. They'll happily take the same money from you as they would for any other ticked to sell you this horribly sub-standard "experience".