I would hypothesize - non-falsifiably - that moves are suffering in part because TV production quality has increased so dramatically.
I haven't gone to movie theaters much in years anyway. But in terms of screen-hours, I've definitely shifted the mix from movies to streaming TV over the past few years. I certainly still watch movies, but I'm mostly not a big fan of blockbuster action films and there's an almost limitless supply of quality well-written TV.
More than that, there are "straight to streaming" movies that are really good—people don't need the theater.
But domestic box office revenues are still up slightly.
More IP movies like Bitmoji, and Fruit Ninja, more focus on little kids for the whole family sale and immunity from critical reception. After all, your kid doesn't see Shrek VII.V "The Shrekening" because it was rated 100% fresh.
I don't think it's either of those things, or attendee count wouldn't be down. They're making more per visit.