Everyone who has armchair-theorized why movie theaters don’t sell assigned seats in advance is now obligated to explain why this has changed and how that’s consistent with their model.

I will start.  My theory was based on the value of advertising to movie-goers who must arrive early to get preferred seats and then are a captive audience.  This has become significantly less valuable now that said movie-goers can bring their own screens and be captive to some other advertiser.

Indeed today at the movies we arrived on time to our assigned seat, there were no ads and just a few previews.  (Spoiler alert:  the movie with Stringer Bell and the Titanic girl is going to suck, Bladerunner is going to be great and Wonder Woman was awesome for the first and last 10 minutes but apart from that was basically Splash meets Hot Lead and Cold Feet.)