This is kind of a two part article talking about diametrically opposed approaches theaters are taking to stay relevant in the era of soundbars and 70" flatscreens, not to mention TV production values on shows like Game of Thrones that exceed movies from just a decade ago. I've never heard anyone say they would go to the movies more but they want more gimmicks. When home electronics manufacturers rush to copy recent theatrical trends (3D) it fails. We don't want these "features". I get where the author is going but disagree with the conclusion. A food menu and bar at a traditional 2D theater with traditional seating is not the same as a janky vibrating and pitching and rolling chair that shoots water and smoke at you. HAHAHAHAHAHAHAHAHAHA! Well it won't. It will be jarring and draw you out of the movie. I've experienced these effects dozens of times at Disney (Mickey's Philharmagic, A Bugs Life, etc.) These effects are jarring or irritating after the novelty wears off, which is about one 12-minute sitting of the attraction. I feel like theaters, as described in the second half of the article, are more the norm around here. Sure I live in a mid-size city which tends to tear down and rebuild everything new every 12 years. I know not everyone has access to clean, nice theaters with new sound and projection but the AMC and Marcus theaters here are all really pretty good. I'd hate to see them try to implement these terrible gimmicks. I already actively avoid 3D showings because I hate the experience. Give me a large screen, new digital projection and sound (all properly calibrated), and clean comfortable chairs and nothing more. How can movie theaters compete with your living room? By building a better living room.