First, quality of product - Or lack thereof. Roger Ebert: "I'll tell you why movie revenue is dropping." I think I saw one movie in 2011: "Moneyball" (which was great.) But for me a big reason why I don't want to sit in a movie audience anymore is the cell phone users. It's a near-constant distraction to see the glowing screens used by people who are unable to go two hours without texting.