Secrets movie theaters don't tell their patrons

Heading to the theater for a flick this weekend? You're not alone. Take a look at what movie theaters don't actually tell their consumers:

'Bells and whistles is our middle name'

"Avatar" in IMAX is a big deal, and the theaters knew it would be. The movie theaters are becoming more experimental, and IMAX and 3-D technology is on the rise. The reason? profit. Theaters are able to charge $2 to $3 more dollars for tickets. Rich Gelfond, IMAX CEO, says that customers like it. 3-D screenings have also won half of the whole audience for films including Pixar's Up. The novelty sells.

'Our advertising is making us rich'

Arriving at the theater for the movie's scheduled time means arriving just in time for 20 minutes of advertising. The ads aren't going away anytime soon, says spokesperson for the National Association of Theater Owners, Patrick Corcoran. In 2003, marketing firm Arbitron 's study reported two out of three audience members didn't mind the ads. However, 3,400 moviegoers signed a position to end Regal Cinema's ads. Dick Westerling, senior VP of marketing and advertising at Regal says, "The pre-show presentation has been a part of theater exhibition for many years."

'It's a good thing you're sick of Blockbusters'

Digital technology is making it easier and cheaper to distribute a film. Due to the change, there are more opportunities for independent filmmakers to get their films to the theater. Cinedigm CEO Bud Mayo says "It's like a big iPod." Theaters can now set up screening schedules by trial and error, without the cost of shipping heavy film canisters the old-school way.

'Our concessions our incredibly profitable'

Candy, buttered popcorn, a cold fountain drink. These are all associated with going to the movies, and the theaters are raking in the dough. According to a Yahoo Finance article, the average customer in 2004 spent $2.51 at the candy stand, compared to $3.09 in 2008. A large popcorn and fountain drink cost around $10.50. Theaters are getting away with it because it's a captive audience. Customers are not allowed to bring in any outside food or drink.

'We never hear your neighbor's cell phone'

Do the theaters ever take action if your neighbor is making too much noise? Theaters rarely take action on customer disturbances such as noise or the glow of a cellphone for fear of customer backlash. Also, the movie chains are afraid of losing their younger audiences--a demographic that tends to flock to the movies. In response, a Midwest chain of theaters called Kerasotes Theatres had implemented an "enchanted evening" policy. On select Friday and Saturday nights after 9 p.m., no one under 18 is allowed into a movie without an adult.