Studios take a sliding scale percentage. On some new releases, 100% of the ticket price for the first week is taken, sliding to 25% after six weeks. For a theater to make money from the actual movie, they need films like Titanic or Avatar that had extended runs, otherwise, most of the income is purely from concessions. Coke and Pepsi sell their product extremely cheaply to many theaters (and shopping malls if they can work exclusives) for the branding rather than the profit.