I love that theaters took the next step and built Atmos theaters. It definitely adds to the enjoyment. Movie theaters will have to keep upping their quality in order to keep people coming and justifying the cost.
I hope a movie chain takes the plunge and adds a Christie projector to their mega theaters. Either the Griffyn or Eclipse. Give people a look at some of top projectors on the market. They can be used in cinemas, but cost wise, especially the Eclipse, it just isn't feasible for many theaters to add them. Unless they partnered with Christie and got some major deals. I saw that some major movie chains over in China took the plunge and have added Christie Griffyn's to a few of their theaters and the feedback from the customers was very good.
Theaters will never push the bass level either. They have to keep that happy medium so as not to over do the bass and start getting complaints from theater goers who are not used to home theater enthusiast level bass levels. Haha.