Only one of the interviewees said location. That would be key for me. If the theater was close by and integrated integrated into daily life, I’d probably go a lot more often. Instead, all of the theaters are way out on the edge of town, often in some grotty commercial area where the land is cheap enough for the obligatory huge parking lot. It’s a commitment to get there, as in, you intend to go to a movie and only to a movie, because there’s nothing else to do nearby. No dinner and a movie, no random matinee as a break from the office grind, no movie followed by hanging out with friends at the bar across the street. I might as well watch at home.