It hasn’t been a great start to the year for movie theater owners. There was the bizarre dust-up between the National Association of Theater Owners and the studios which advocated a shortened window of exclusivity before launching their films in homes On-Demand, but more so than one event, there’s a general feeling of outrage at higher ticket prices (which, as John Gholson explained on Reject Radio, have almost nothing to do with theater profits now) and higher-priced hotdogs. Plus, there’s the overall miserable experience that most theaters deliver. Now Boston.com has a truly disheartening story about theater managers not even bothering to switch out lenses between 3D and 2D films. The result? That 2D movie you saved money on by refusing the 3D up-charge is 50% darker than it should be. Read the entire article for the full take (and definitely listen to that Reject Radio episode for more illumination), but this seems indicative of a larger problem going on in movie theaters – a lack of incentive to make anything enjoyable. Audiences are coming for the movie, and theaters are delivering little else in the way of enticement. It’s no wonder that ticket sales are dropping. With the transition from reels to digital projectors, gone is the knowledge that came with understanding how the projection process really works. It took serious understanding to be behind the glass, but now it requires pushing a few buttons and reading an Archie comic.