There was a time when all a movie theater had to do to make money was to run a few ads and show a few movies. But those days are long gone, and increasingly, cinema owners are turning to unconventional events to put butts in the seats. “The future of movie theatres, in fact, seems to have less and less to do with movies as new technology allows cinemas to telecast everything from hockey, wrestling, opera and HBO comedy specials to hosting children’s birthday parties, church services and interactive video games.”