Some of that has a lot to do with COVID and streaming. Obviously people aren't staying away from theatres now because of COVID, but I think it had a big impact on habits. Once the habit of going to the movies was broken, enticing people back got harder.

Making the experience worse, though, is an awfully novel way to encourage people to return.

My wife and I tried to see a movie a few weeks ago. I say "tried" because we went to an AMC theatre that had, oddly, a nearly sold-out showing of a movie that had been out for weeks. We could only get seats in the front row, all the way to the right.

I've never loved front row seats, but this was ridiculous - I sit farther back from my television in my own living room. I don't think there was 10 feet distance from the screen to our seats, and we were at an angle to boot. It was unwatchable - we got a refund and left, after we'd already blown money on snacks, of course...