Took them HOW long to figure this out...?

At this point they've gone from one extreme to another, though it still looks to me like theaters are going to be "tentpole driven" franchise cinema mostly. They need constant product and reliable attendance, not some huge opener every 2 months.

The fact that an adult-skewing drama like Air - which was given a big theatrical push by Amazon - managed to pull in $20 million despite opening the same weekend as Super Mario Bros. in an encouraging sign. Same with Apple giving big theatrical pushes for the new Ridley Scott and Martin Scorsese movies this fall. It's taken a while, but the audiences are coming back, and Mario proved that a theatrical audience that was ignored for the last three years - kids and family audiences - will come roaring back if you give them something they really want to see (and something blessedly free of social conditioning bullcrap). Air proved that adult audiences will come back if you give them something worthwhile to see.