I feel like I'm jumping on the bandwagon here but why not?
I never take my kids here because I like to come here to avoid kids. You don't usually see children here, especially in the evening. Don't hate me - I have kids, I love kids, I just don't like being in a crowded movie theater with them.
I came here recently to see Godzilla with a friend. I opted for the premium plus seating - for an extra $5 you get a lounge chair! I like being able to order from a server who scoots around and whispers so others aren't bothered.
Ok, Ok, maybe I will bring my kids here sometime for a matinee if they promise to be really good. However, the risk is that they'll never want to go back to a regular theater.