What is a sub-run movie theater?

A sub-run theater is a movie theater that shows films after they have been "released" from first-run. As a sub-run theater we show top box office films after they are premiered and before they are released to DVD or pay per view. Remaining a sub-run theater allows us certain benefits. (1) We can keep our movie admission priced discounted at $5.50. (2) We can show multiple films and events (like live music and comedians) during the same week. (3) We generally have more freedom and control of our programming by remaining a sub-run theater, unfortunately we cannot show a movie until the movie studio's release the film to sub-run. The sub-run period is typically 1 to 3 months after a movie has been initially released to first-run theaters. ... more