If the ticket price was bumped up by $20 and popcorn was included free you might rationally object to the fact that you didn't want their overpriced air anyways, but it doesn't mean you'd have any inherent right to utilize the service at the old cost - competition might fix that problem (a new theatre with slightly more expensive tickets than the old one originally offered, but far cheaper than the new tickets to movie + popcorn) or regulation might (especially if movie theatres don't scale well (and they don't, a mall with 20 movie theatres isn't going to be rolling in money)).