I know I read somewhere that theaters don't make much money on the ticket sales, they have to make it up in concessions. That $4 a coke gives you the privledge of having a show to see that new movie at. I really appreciate all those young guys trying to impress their dates paying $4 a coke! It keeps me from feeling guilty (yeah, right...) when my wife sneaks in a few drinks and candy bars. Now if I could just get her to buy a purse big enough to hold a few poboys!