Your story on movie customers refusing to pay exorbitant prices for snacks by sneaking in their own was another example of the industry forgetting that customers should come first ("No Concession," by Jon Matsumoto, May 28). Otherwise, customers will demonstrate their dissatisfaction. In your story, a theater executive wishes "that patrons had a better understanding of how the economics of their industry worked."
Let's turn that comment around and say that moviegoing customers wish that the industry had a better understanding of how family economics work.
I think Matsumoto overlooked an important reason why some moviegoers bring in food. My husband and I go to the movies quite often, and he always buys popcorn and a soft drink. However, I have a diabetic condition and most, if not all, of the food and drink offered at the concessions is off-limits to me. Therefore, I usually "smuggle in" a bagel or a piece of fruit, or both, if the showing is around lunchtime and I need to eat.
I'm sure there are a number of other people in this same situation, and theater owners might want to consider the cost-effectiveness of providing low-fat and low-sugar alternatives for their customers.