Ambiance? When I stand in the middle of my local Cineplex I could be in Buffalo, Omaha, Louisville, or Provo for all I know. Ambiance?
Me? I go because it's still the biggest screen around. That and for the Raisinets.
Personally, I like the experience of going to a movie. The smell of popcorn, the previews, the cheesy commercials about the concession stands and keeping your cellphone off. The horrible uniforms the employees have to wear. The posters of previous hits and new ones, side-by-side (the last one I really liked was the "Force Awakens" star field, it was so nostalgic) Experiencing a movie in its full glory--on a large screen, digital sound, comfy chairs.
I had a good conversation with a passionate employee last December. He was working his way through school, hoping to be a filmmaker. I had recently lost my job, because they shuttered their doors, and needed a night out, and this conversation before the 11:00 PM showing of "The Force Awakens," touched on his film school, his memories of Star Wars films, and his favorite films. It was that, or "Sisters," and I chose to see the new Star Wars film, even though I was adamant I wouldn't see it. I just needed a night away from my apartment, and I knew the money would stop coming in soon, so it was now or never. Anyway, I had an experience. It was great, and it got me away from my troubles for a night. I was aware of the history of people doing such things during the Great Depression. I have done a double-feature there, as well. I saw "Contagion" and "Moneyball" on the same day, again, aware of the history. That was an experience, as well. They aren't all good stories. I asked for a recommendation one day, and they told me to go see the new "Hulk" movie, about 8 years ago. I walked out in the middle of it. There was some movie about bootlegging in the 1920s that I couldn't stand, don't remember the name of it, walked out of that one as well.
I've seen "The Words," "Star Trek 2009" through "Beyond" there, one of the "Harry Potter" movies, "Man of Steel," "The Adjustment Bureau," "Contagion," "Moneyball," "The Dark Knight Rises," "X-Men Apocalypse," All the "Star Trek" nights (Seasons 1-3 of TNG's Blu-Ray Release), "Wolverine." It's not a great theater--they show mostly what's going to make them a lot of money because it's a small-town and they don't get a lot of customers. But it's great that, without a car, I can walk downtown, and see a movie, if it's in wide-release. I used to love going to Starbucks before or after, for a New York Times and a Frappacino. Now, I have to settle for going to a restaurant. Oh, well.
I'd rather go to the local mall--which has more pictures and screens, so they show more limited-release pictures. There, I have seen more substantial movies like "The King's Speech," "Anna Karenina," "Philomena," "Lincoln," and I am forgetting some that I have seen, recently. We usually go there when something isn't shown at the local theater.
That fact is, every movie is an experience. I will be 80-years-old, with an entertainment center of the gods, and still crave the bad uniforms and smell of popcorn.