If that was the only problem, I'd probably go more often, but that's not my normal experience. Where I go, the other patrons are fine. It's the theater that bothers me.
My main problem is the theater's continual attempt to convert everything about the experience into advertisements and money. The ticket-seller is unsatisfied that I'm only paying for a movie, and wants me to sign up for a free loyalty card. The hallways and ceilings are lined with cardboard cutouts of celluloid heroes, pitching movies I now know I don't want to see. Unplayed video games make loud noises that serve to repel everyone except the very infrequent louder 9 year old kid trying to drag his dad over to them. The ticket taker beckons me to the concession stand, and says something about saving my ticket stub for some offer at a crappy restaurant that would still be overpriced if the food were free. Once I stickywalk down the aisle and finally take my seat, there's a twenty minute before-the-show video advertising stream bleating loudly about upcoming TV shows, sodas, fast foods, cell phones, etc., at the end of which it repeats to me just how awesome those advertisements were. Then there's the 90 seconds of animated popcorn, candy, and soda that incongruously ends with a "silence cell phones" message -- how PSA of them for about two seconds. Then just as the lights are about to dim and we're almost ready to get to the 20 minutes of additional movie advertisements (excuse me, "previews"), some charity passes the hat to collect donations in the name of some long-dead last century Hollywood icon that I was too young to have watched, and never liked anyway.
45 minutes later, by the time I finally get to see the movie I actually paid to see, I'm practically having a claustrophobic panic attack from the continual marketing. Even the best movies are tainted by the pain of the theater experience. Because of this, I see about only two movies a year in the theater. Everything else is much easier to watch on the big screen at home.
I see plenty of room for innovation, but none of my suggestions will make the theaters the extra gravy money. My suggestion is to completely kill off the onslaught of marketing, and see if more people show up to pay for movies when the experience doesn't suck.