The movie itself is no longer the value. You have your 50" TV at home, with your own drinks and friends.

Why would you go out and pay a lot of money if you can One-Click-Download your way to better "value" watching the movie at home?

So focus on creating extra value. The movie ticket has a dual role as a lottery ticket. Maybe you can win 1% of the revenue -or- your can win a trip for 2 to a Hollywood red carpet event.

Hell, Charlie and the Chocolate Factory style golden ticket: win yourself a chance to star in the movie studio's next big production.