I lasted till it went to £5.50 and haven't been back since (maybe 2005?) The argument used to be a pirated video would always be terrible compared to the real thing and could be a cam and ruin the movie. These days you can rent or just simply download full 1080p rips with no adverts, no piracy warnings and no people talking, it's a tough sell, do all cinemas have digital projectors these days? the picture quality was terrible when I last went.
Someone came up with a good view on it once, cinemas are basically sweet shops that just happen to show movies as that where the money is, I guess the same applies to petrol stations. I am not going to the cinema until ghostbusters 3 or dark crystal 2 finally come out, might possibly give in for prometheus