While the vast majority of ticket revenue ends up going to the movie studios anyway, the issue is that if there are fewer people in the theater, then there are fewer people buying popcorn and soda, resulting in a loss of revenue for the theater.
Movie theater attendance is remaining flat at best and slowly declining at worst according to The Hollywood Reporter.
The solution is to get each of those people that do come to the movies to spend more in order to make up for the people that aren’t there.