Heck, We haven't been to a "first run" movie in I can't remember when! Way to expensive. We have a dollar theater in our town, thou now it's $2.50 but still a deal! They even have couples combo for $11.50 2 tix, large popcorn (free refills) and 2 large drinks! Can't beat that. Of course the Movies have been out a little while, but hey I don't mind.
I think our first run movies are $6.95 for matenee & $8.95 regular? (no discount for kids)
We use Fandango for movie gift certificates. You designate how much the certificate is for. And, the receiver gets to use it on the movie of their choice. We always buy one for our SIL for his birthday. We set the amout to where their family of 3 can go to a couple of movies together and get treats at the concessions stand if they choose. It's always a very welcomed gift, as it makes them take time out of their busy life and do something fun together. =)