I've had a multiplex restructured with about 25% of the seats (replacing normal, comfortable seats with ridiculous motorized reclining armchairs) and now the films I care about are frequently sold out. Their "pricing structure" cares about removing booze at the bar, making soft drinks self-service to save some labor, replacing the arcade games and bookstore that made waiting for the movies pleasant before the pandemic with a huge empty atrium to save further labor, and so on.