the day in date releases are not good for the industry. >> reporter: theater operators are doing everything they can to get moviegoers back to the cinema they have to do a lot more than the standard bag of popcorn big chains say the cinemas is beyond just catching a flick with many offering gourmet meals, alcohol and 4d experiences. >> we compete with restaurants, sports events, everything which is happening out of the house visiting the cinema is still the most affordable entertainment you can get. >> reporter: for now, the holidays may have been the hero the big screen needed, but in the long run theaters will have to save themselves. >> sorry, kid. >> reporter: steve patterson, nbc news, hollywood. coming up, the gift of light. how one holiday tradition has become a beacon of hope for sick children.