As most industry followers know by now The Hunger Games made a killing at the box office this weekend, selling $ 20M in tickets on opening night. What’s noteworthy is that some theatre owners are going the extra mile by “expanding” moviegoers’ experience to take advantage of big openers.

Movie sets are partially replicated, patrons are encouraged to bring props and costumes to the premiere, there’s marketing tie-ins. It’s getting creative out there, people–and for good cause: theatre chains outside major cities like New York and L.A. can’t charge a premium for ticket prices and have to look at other options to not only remain in the black but also create return-customers.

Read the L.A. Times article about this.