I don't think movie houses have been friendly to anyone above the age of 30 for quite a few years so I'm not sure that chasing that demographic will help the industry. In fact if anything they really need to figure out how to make Gen Y and their younger peers feel more at home by embracing their technology (free wifi, offer the ability to download the film when done watching, encourage opening night parties, etc.). I also think that biggest opportunity for theaters isn't films but being a place to see streaming of live events like concerts and plays (and that will attract an older audience).
