I think it's a band-aid fix that doesn't solve the root of the problem. Yes, money is coming in, people are getting a better deal than pay-as-you-go, empty seats are getting filled up and people are seeing movies that may not normally attend and be surprised by how much they liked them. The problem is that even with this, many people have fantastic setups at home that rival the theater without any of the headaches like morons texting during the movie, commercials pre-movie, not being able to pause the movie to take a piss, no alcohol, etc.
The reality is that theaters need to be vastly technologically superior to the home, and this is not the case at this time. Why do you think arcades disappeared? Home consoles became as good if not better than the arcades. I see this happening with movie theaters.
Video: Optoma HD3300, Panamorph UH480, Darbee Darblet, Samsung BD D6700 Blu Ray player, DIY Seymour Centerstage XD 138" Curved Screen
LCR - Tannoy DC12i, Sides - Tannoy IW63, Rears - Tannoy Saturn DC6ti Bookshelf, Ceilings - Tannoy CMS 603DC (TF), Tannoy CMS 601DC (TR), 3 Micro Marty/1 Full Marty DIY subs
Amplification: Emotiva XPA-3, Emotiva XPA-2, Outlaw Audio 7700, 2x Inuke 6000DSP
Receiver: Anthem MRX 720