Comment by kemiller2002

This is pretty ingenious. Movie theaters don't make money off of the movie, they make it off of the concessions. This lowers the barrier to entry in getting people in the theater. A number of people I know always get popcorn and a drink when they go. They do it every time no matter what time of day. It's just what they do. By lowering the price of admission, they are going to get people to spend more money on concessions by getting them to go to the theater more.