Covid really did a number on movie theaters, as it did to offices workplaces and dine-in restaurants. But movie theaters had been seeing a decline in attendance way before covid, and they aren't recovering much three years afterward. With attendance down, they raise prices to make that revenue up, and therefore attendance goes down again. Can you spot the problem with that logic? Really, which would you rather do: go to a theater and see the newest movie on opening weekend, sitting next to strangers and eating $10 popcorn, or wait a few weeks to stream it at home in your pajamas eating 50¢ popcorn, and put the movie on pause when you need to take a break? Roger Horton has many more reasons that theaters need to advertise to get you out of the house in this Honest Ad.