The way I see it is that movie theatre owners don't want film enthusiasts. People who see a lot of movies tend not to buy concessions, all they do is take up seats which the theatre is basically giving away for free to the studios.

What theatre owners really want are the blockbuster movies that draw the general public. They love when a family of 5 comes in to watch the Incredibles 2 and spends a small fortune on food to keep the kids happy. This is why movie theatres have sold mostly junk food all these years.