I would not want to insult the fine people of Rugby, North Dakota where the Centre Cinema is located, but I'm not sure just how sophisticated they would classify themselves. Many rural Americans don't expect their small town businesses to be as fancy as those in the big city. They would appreciate it, but they understand the limits of their own economies.
I also don't know if it's fair to say that their older style seating is helping to put them out of business. Are those old seats the best? No. But considering that Rugby, ND has less than 3,000 people and the nearest competing theater is over 30 miles away in the town of Rolette (population 594), it is understandable that major upgrades like new seats would be difficult, and also why the locals who do enjoy a night at the movie theater are probably grateful to have what they've got. What I can see of the seats in the picture looks clean and neat. I can't see the cushions. We don't know if they have been reupholstered or what.
I know that I have personally paid more money to sit on a cold hard bleacher or stadium seat at a sporting event than I have to sit in a movie theater. Any padding at all is better than that. So, why do people keep going to the game... even when a professional event might be shown on TV? It's because of the fun and excitement of being there in person. If any theater stops providing that, or if something else does it better, then they are going to be in trouble.
Times have changed in Rugby, ND and all around the country. People often do not find a movie to be the fun and exciting experience it once was. Some of this might be blamed on the local theaters, but much is to blame on the changing times. I suppose in this way people are more "sophisticated", not because of their sensitive derrieres, but because of their entertainment preferences and their changing choice in how, where, and when it is delivered. A pirated copy watched on their I-Pad might be just what they were looking for. Or maybe it will be a legal copy from Redbox down the road.
My point here is why criticize a small town theater who may not have the means to upgrade? Even if they do upgrade, will it bring in that many more customers? I know some small town theaters do make upgrades to seating, projection, and everything else. But, when I read the article it's clear that attendance has been poor for a long time at the Centre Cinema. They probably don't have the means to upgrade the seats, much less the projection system. It sounds like anyone who believes differently will have the opportunity to buy it and make all those improvements and watch the money roll in.
If the residents of Rugby want a multiplex experience with nicer seats, they can probably drive about 67 miles to the Carmike 8-12 in Minot. Those with the sensitive derrieres and wrists too weak to hold a cup of soda without a cup-holder may already have been doing that. Somehow, I have a hard time believing the sturdy folks you find in places like Rugby, ND are likely to fit that description.