Reaction to news that Cinema sales are up, despite growth in home entertainment, video gaming and VR sales.

Anyone who remembers Tommy, the Pinball Wizard will get the point that observing a movie is not what moviegoers are looking for. Tommy played pinball because every shake, rattle and roll he could experience, despite the total absence of sight, speech and hearing.

Moviegoers don't want to watch a movie. They want to feel the movie. The Big Screen is a media-rich, stomping experience that pulsates: the same movie on a 14" inch laptop while you commute to work on the Subway alleviates boredom.

Mobile wireless video is the big buzz for the carriers and device manufacturers, and early-adopters will fuel momentum for the technology. It won't buck the trend of moviegoers in the long run. It will drive it up. We have thousands of ways to plug in to media, but the "MoviePlex" is the Everest of Social Media experience. To see a movie on your ipod is simply a token of the real thing. And tokens act like connectors between the customer and the real experience. As long as Big Screen Entertainment companies keep building them bigger and better they can benefit from more devices that output the media they are selling.

Customer values rule. If Apple wants to increase sales of iPod Touch or iPod TV, buy Cineplex and double-end the sale.