When presented with a big screen and very good stereo system, the audience will start to focus on every detail. This is the most important part, because nowadays it is hard to have an good environment and enough time to just focus on the present surroundings. So when people walk in to the theather, they seemingly become 10 times more sensitive: every sound for them is so clear and sharp, and every moment becomes so valuable.
I think people would like to go to a theater is because they really want a place to concentrate and feel themselves while they watch the performance. It will bring out their past experiences and feelings.

