The answer is alternative revenue sources like commercials before the show starts. If you’re like me you hate commercials. And you may have noticed that there are more commercials prior to that new movie you are about to watch. Love ‘em or hate ‘em they are keeping that theater in business. That’s also just the tip of the iceberg. Theaters are even showing sporting events in some cases.  If you ever wondered how this part of the movie business works, read this great article about the movie biz. Super Bowl XLIV anyone?