Improve your product says WSJ reader to movie theaters

I was reading this letter to the editor in the Wall Street Journal yesterday (Thu 3rd April 2014) discussing the topic of reduced attendance in Movie theaters. This particular letter writer said that he missed the ushers the most. Ushers made sure the experience was great and maintained civility in theaters.

The other letter writer said sound (loud) was the reason he stopped going to movie theaters. I agree with the sound issue

 When we first took my son to a theater , we scared him, even as we went to see a kids movie. It's taken a few years to take him back again.

What do you think? Do you still go to movie theaters? Why not ? How should theaters improve to get more folks in?