It was the late 90s when I first had my cinema-going experience cheapened by commercials. Television commercials on the silver screen. Like a steakhouse with plastic cutlery. That was my first conscious encounter with enshittification. The ticket cost the same but the experience got worse. Penny-wise pound foolish, it was a demand destroying play because it had the effect of making me want to go to the movies less.

The local retro/indy/arthouse has been revived by Gen-Z film-goers who appreciate that having a community of people going to movies each week matters more than the specific film being watched. Which is to say the medium is the message. Many cities now have not-for profits operating in historic theatres, and they're great places to see a movie.