That was my first thought: theaters are moving to make more money with better services. I've got a brand new Alamo Draft House a ten minute walk from my house. It's a wild experience after a lifetime of normal theaters. Reserved seating, booked online. Food and drink ordered and served in the theater, during the movie! I might expect these theaters to resist increased ticket prices. If they can shift revenue from low margin ticket sales to high margin food and alcohol, that seems more what they'd want.