Things Movie Theaters Don't Want You To Know 1. "We're obsolete? No way!" Hard to believe, but movie theaters have been holding their own, despite intense competition from cable, the Internet and other media. After a 2005 slump, box office revenue increased over the past few years, and it's likely 2009 will have set a new record. But that growth is due largely to inflation; the number of tickets bought has stayed close to 1.4 billion since 2005, while the average ticket price has climbed from $6.41 to $7.46. Looking for new ways to make money, theaters are exploring options like more in-house advertising and expanded concessions. But the biggest potential lies in digital technology and the flexibility it affords programming. For starters, events like live opera or college bowl games can draw 75 percent capacity on slow days, when theaters are usually "lucky to fill 10 percent of their seats," says Richard Herring, consultant for Davidson Theaters in Virg