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.
A sub-run theater shows films that have already had their first go-round. No matter how great it is, a movie only stays in the top venues (or "first-runs") for a few weeks. Once the initial excitement has passed, people still might want to see the show in a theater setting, but they’re not about to shell out $17.50 for a ticket. That’s when the sub-run (also called "second-run") theaters get their turn. They offer movies at huge discounts.
The atmosphere in a sub-run is often a bit different than the fancy places… they’re not quite as flashy, and their patrons are often there to just have a good time rather than for any serious film appreciation. Still, it’s a cheap couple of hours’ entertainment and a chance to see your favorite special effects one more time before resorting to the DVD player and your tiny living room set.