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because the theater owners will get shouted at by important studio people if its shitty while they are there trying to show off their movie in the best possible manner. When it's just customers money they might have one person a day/week complain the focus is off, the bulb is worn out, the screen is dirty, the speakers are popping the sound is too low and the bass too boosted, and a single customer complaint isn't enough to motivate some theater managers (though there are some great ones out there that run excellent houses) as much as a VIP complaint.
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