Kevin Murphy's passion about the movie-going experience inspired me when I read this book. In 2005 my brother and our friends conducted a smaller-scale movie experiment of our own.
The movie was Batman Begins and we saw it no less than 5 times, every time in a different theater, in big multiplexes and small-town community theaters, an old school drive-in, and a home theater. It was interesting to take in the way the experience changes based on what the theater is like, the quality of the sound, the quality of the screen and projector, whether you're seeing a matinee or a night screening, how each audience reacts to certain things (families with kids vs. college students vs. adults), etc.
I love going to the movies, and after I read A Year at the Movies I realized this simple past time has so much depth to it and it can change and be influenced by culture, history, and creativity in ways that have nothing to do with the movie itself.