Event Cinemas: Anything to Learn?

  Greater Union have changed their identity to 'Event Cinemas' in most if not all locations and the other bigger companies have their own take on the local cinema being about more than movies. It seems an interesting diversification which no doubt has more than one motive...
1. Movie pirating and quick release of DVDs necessitate movie experiences you can't have at home
e.g. this week along you can catch the Pearl jam anniversary show 'Twenty' and Nirvana 'Live at the Paramount'
2. 3D has sporting and concert possibilities or even just normal projection puts State of Origin Rugby League or the Rugby Union World Cup Semi's and Final on the BIG screen
3. Live Concerts and alcohol licences will soon combine on site to create new venues
4. It's bigger and cheaper than a 3D TV at home

SO, what lessons if any are there for the Christian Church. No it's not as simple as 'how can we entertain people?' We lost that battle ages ago... I mean what can we learn about the kinds of experiences people are responding to? AND what might it inspire us to come up with as diverse uses of our buildings and gathering spaces?

What are experiences we should be offering through our communities of faith, that you can't experience as well elsewhere? How might new cohorts of people be invited to enjoy communal experiences in our space?
What 'mission' could thinking this way serve???