This is really interesting - larger brands may push for creating more unique experiences that can only be done live. At least in the short term, these can be down without a packed movie theater.

What if you have a theater that plays only certain version of a film at a specific time for a very limited audience?

Or a theater that combines certain foods with certain scenes in a movie?

Whole Foods concessions? Yes! Himalayan Sea Salt and Truffled popcorn please. Beam forming of audio based on the position of my phone, or maybe the ability (or requirement) to disable a phone during a movie?

Amazon and Apple don't have to make money right away and can use an experience to build brand loyalty.