Just took my wife & kids to Elf @ the 2nd run theatre. $10.00 for all 4 of us, which is great but the popcorn and 2 small pops were $9.75!! Obviously the margins at the concession stand are huge, as I used to work for Pepsi I know that w/ fountain pop the cups cost the theatre more than the product and so they may have had $.25 into what they charged me $9.75. My question is, how much do the theatres actually make from the movie? Next time I'm gonna sneak in a flask of Pepsi & throw a microwave and some Orville under my coat.