Somerville Theater = AMC Lowes Harvard Sq?

[nvidia99999.livejournal.com]

I'm not sure I understand the Somerville Theater strategy. They almost always have the same movies as the AMC Lowes in Harvard Sq. For example, this week:

http://calendar.boston.com/somerville-ma/venues/show/1135016-somerville-theatre
http://calendar.boston.com/cambridge-ma/venues/show/22172-amc-loews-harvard-square

I know that the ST has special events and all, but wouldn't it be a better strategy to do what the Kendall theater does? Try to differentiate themselves from the big chains to get the special artsy/geeky crowd in the area?... I'm sure there are issues I'm not aware of, but it seems to me they are not exploiting their niche.

PS: Check out the really fascinating explanation for this pattern by the man himself, svilletheatre  , near the bottom of the thread.