>> this can work out. the releases are not good for the industry. >> reporter: theater operators are doing everything they can to get moviegoers back to the cinema. this day and age, they have to do a lot more than just the standard bag of popcorn. >> playback. >> reporter: big chains say the cinema is beyond just catching a flick with many offering gourmet meals, alcohol and 4d experiences. >> we compete with restaurants, with sport events. we compete with everything happening out of the house. visiting the cinemas 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. >> all right. our thanks to steve for that report. still to come, in texas a public library forced to shut down. we'll go deep into this and how librarians are fighting back.