Tix where I live are often around that or less (particularly if you hit a matinee and don't do 3D/imax), but I know that's somewhat anomalous. A soda or a bucket of popcorn (note I said OR, not AND) cost more, but that's absolute insanity in and of itself.

Same here. I enjoy matinee showings and 3D makes my eyes go weird. Just checked my local Cinemark and it's exactly 10 bucks. In my case I'd say it's more that the pandemic has raised the bar of what gets me into the theater. More likely to wait for home options.