I don't know how the contractual obligations with the movie distributors work, but I am guessing that when a movie first comes out, it is difficult to predict how popular it will be unless it's one of the "blockbusters" like Harry Potter or Batman. If they showed a movie in all the theaters, then it would be like we only had one movie theater instead of three. My wife and I have always enjoyed going to movies in "non-peak" time periods (i.e. 10am shows) and have never had any problems getting in, even in season.
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