I haven't been to one (but really want to!) yet, so I can't tell you for sure.
As far as I can tell, there are "regular" movies where food isn't served. And in the theatres where food is served, the ticket prices seem to be higher. There aren't as many seats in these theatres, either, which would also justify them charging a higher price.
It looks like you can order off the menu or even popcorn and candy. I think you can order as little or as much as you want. The menu looks pretty good!