It's funny because we subscribe to the AMC A-List and go to the movies quite a bit (obviously this is in the US). But it's because a) we have a couple of AMC theatres close by, and b) it's just me and my spouse, no kids involved. So it's something that to us is worthwhile (having a night out a few times a months to see a movie on the big screen). Also, we never buy concessions. I can't imagine how an average family with a bunch of kids can just go and drop over 100 bucks on tickets and concessions on any given night.