I have five kids. When I want to treat my kids, I can afford to take them there, provided we eat first :)! It is a great incentive for the kids to get to go to a movie. It may not be first run, but it's big screen and it's a great experience! When we talk about going to see a movie, that's the first place we look at to see what's showing!
Some day, I want to go to the Rocky Horror Picture Show but that is NOT for the kids :).