Its REALLY a (nearly) free pass for guys to grab testosterone-rich, leave-your-brain-at-the-door, man-cinema, where stuff blows up reaaal gooood.
"What is misunderstood is that that dollar price point gets you to watch movies and rent movies that you never would have thought of renting before."
... and reap the fringe benefit...
"I've seen examples of wives approving renting, I think, "G.I. Joe: The Rise of Cobra" just because it's just a buck, where as if it was Blockbuster, they would say "you are not going to spend three dollars on that movie I'm never going to watch."