They should be able to make the $$ back up in concessions, did you see those lines? It was at least a 30 min wait.
Since it was the first of it's kind, I would imagine they will plan accordingly for future events.
This is a great way to utilize unused space and get some revenue out of it! The possibilities are endless. If they can get it staffed properly, there could be movies every weekend, you could even have month-long themes; sci-fi month, animation month, suspense, horror, and in August, to fire us up for the season, football month, (besides Remember the Titans, you could watch Rudy, Any Given Sunday, or a number of others).
A couple-three decades ago, there used to be concerts at JTS, even a FarmAid show that went all day, (I worked security for that, what a day!). It's a great way to bring in a lot of talent and keep ticket prices low, 'cause of the ability to sell so many tix.