Running a movie theater is certainly a razor thin business so you can get why they complain... but at the same time, you can't go around trying to just rip $20 from people on top of what they already are paying just because. People will never support that and while it may give and extremely short term boost to Alamo's business, it will hurt them in the long run.
But again, i'm more interested in what AMC, Regal and Cinemark do, since that will be what the majority of moviegoers experience. Their biggest problem going forward is that they have these huge 20-24 screen theaters and a lot of the smaller movies that fill up those screens normally I think you'll see go to VOD as the years progress. Eventually, the theaters will only be around to play the big blockbuster movie the way I see it and I don't know that the huge multiplexes can survive that. I think there's definitely going to be a lot of theater closures going forward. They'll still be around, but it will be far fewer of them I think.