This is my favorite theater in the area. It's probably the biggest one too and the only one with IMAX.
Because it's a big theater, there are always a good number of showings for each movie. I'm also a fan of going during Mondays and Thursdays because all tickets are half price. AMC Star Fitchburg also has a rewards card. I forgot what the deal is, but it entailed something along the lines of if you have bought X amount of tickets, you get one free. Typical rewards card, but I'm not aware of that many theaters that do this. The only downside is that this theater is a little farther out from downtown Madison.