A big deal is made about a movie's opening weekend, but that's not all there is to it. Fellowship of the Ring didn't make 300 million due to one impression per person, it did it because I saw the movie 3 times. Paying 100 million for each ticket. Multiple viewings is how Titanic crosses the billion dollar mark. So, try to get people to see the movie again. If you pay full price once, if you choose to see it again, you get half off. That's more money than you'd be making otherwise and, with a lower ticket price, people would feel less guilty about buying concession food, which theaters get 100% of the profits of.
Additionally, if you go to see a movie again, it can be reasonably presumed you may bring someone new with you, someone you've convinced that this is a good movie, and that person's money may not have entered your hands otherwise, since you're guaranteeing that they have to come back to the same theater in order for this to work.
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