When DH and I went to see the last Lord of the Rings movie, we had a family come in with 3 kids. One was a baby and 2 toddlers. Mind you, this was probably about a week after the opening , sold out show at 9:30pm. It is a loud long movie. The baby cried through the WHOLE movie, 1 kid kept running up and down the stairs (stadium seating). The parents never took any of the kids out of the theater and would curse at other people when they gave them mean looks or said something to them. As we were leaving, after 12:30 AM, we noticed 2 other couples with kids with them on line buying tickets! Unbelievable!
We take our DS to the movies, kid appropriate movies, but we usually take him to the earliest show, during the week, a few weeks after the movie has been out. There are alot fewer people...just in case he gets ansty, which he only did once and we left the movie.
BTW this theater also offers the baby movies on Wednesday mornings. The have an hour (or 1/2 hour?) play group sponsored by Gymboree before the movie and, like tmli mentioned, dim lighting, lower sounds etc. Maybe a better option would be to offer this at a later time during the week for parents that can't get babysitters and work during the day.