Many years ago I read an article in an in-flight magazine about a small theater (maybe three screens?) that was blowing the competition away because they created a Disney-like experience in the lobby. Clouds were projected onto the ceiling and as you got closer to the start time the lights would go down and the stars would come out. The whole experience lasted about fifteen minutes (from full “day” to the full change to “night”) and was centered on the concession stand. The stand was doing some enormous amount of sales because people would hang out for the stars to come out. Patrons were interviewed and most said they went to that theater specifically for the pre-seating experience. I’ve always wondered what ever happened to it because it was such a simple idea.