The theater’s argument is simple.
1) We do not make very much profit from the movies themselves. Our source of profit is our concessions.
2) Renting a building large enough to house a theater is expensive, as is the cost of utilities and employing our staff.
3) Therefore we request the judge dismiss the lawsuit, with any associated costs to be paid by the man who filed this lawsuit and his attorney.
It’s far simpler than that, as implied in the article: they’re already regulated, so the MCPA doesn’t apply. This will be dismissed during the first court appearance, and in a correctly run judicial system, the attorney would be fined.