Reel Food at the Movies

Okay, so I get that movie theatres are offering more than just popcorn and candy at the concession stands; maybe you're in a hurry to make a show and didn't have time to eat, maybe you're killing some time waiting for the movie to start, maybe you have a tapeworm, whatever.
But I sat through an IMAX 3D film on the weekend and what I don't get is why you need so much food for a movie that's half an hour long! I kid you not, a woman sat next to me and ate a tub of popcorn the size of my ass, slurped back a gallon of pop, crunched away on nachos and cheese, and then reached into her backpack for her main course. The kid with her ate popcorn, a slice of pizza, and french fries. Out of the backpack comes a chocolate bar for the kid and a salad. And not just any salad--a salad with blue cheese dressing, in a big plastic container. All this for a movie of 38 minutes! I can't tell you what that blue cheese did to my nostrils but I can tell you I don't think I watched one bit of whatever was up on the screen.