I would imagine that there is some deal in place that takes the profit from the local movie theater. Theaters already make most of their money from concessions and only get a portion of the ticket price (I think that on opening weekend theaters give most of the money to the film companies and then the rate goes down the longer a movie is out? I don't know if I am remembering that right) So I wouldn't be surprised if part of this deal is that local theaters don't get any of that $10 a month.