Affiliate programms for Netflix and Amazon, highly targeted to the actual movies, add local Coupon Ad Systems from cinemas (I know they don't existyet), now double the traffic with some SEO optimization (nothing bad, just better cross linking on the site), get higher conversion rates to regular users by integrating email supscriptions at the end of every article... target the email newsletter by city.... ad local cinema advertisement by a small self service ad system ...

I think it's quite possible to make substantial amounts of money with Roger Eberts site.