I don't know why it didn't occur to them to do a pass for movie snacks instead. Probably with a mild discount they could reap a decent profit there if the movie theaters could be negotiated into reducing their extravagant prices in return for increased sales.
Movie theaters make all their profits on concessions. There's no way they would let a 3rd party take control of, or even interfere with, their primary profit stream.
movies are profitable for some of the parties in the chain, but the theaters specifically must pay so much in licensing fees that they don't make much on a given ticket.
