All the Raisinets in the world aren’t enough to sugarcoat this fact: In recent months, the Hollywood box office has been a disaster. In terms of attendance, Tinseltown just wrapped up its worst summer at the box office in nearly a quarter-century. That means theaters now have to fight harder than ever to get butts in seats. “For a very long time, movie theaters were not overly focused on pleasing the consumer,” says Eric Handler, a media analyst at MKM Partners. But in recent years, he says, theater owners have wised up to a novel idea: making the theater experience...