Movie Prices and Popcorn

I am an avid movie goer. I see a movie at least once a week. Now, when i go to the movies, I pay $10. This is $10 for on average 2 hours of my time. I can stand this. It is worth it most of the time. I am at times disappointed with the outcome of the movie, but most of the time I enjoy it. I really enjoy the foreign films. No what gets me is the Soda-pop prices. $4 for a small. Yes you read that right, $4 for a small and it goes up from there. I have a friend who gets a soda-pop every time most of the times. Adding up his bill here, he is at $14 and change. Occasionally he'll add a nut or popcorn to that. Nuts are $3 and popcorn is $5. Add that to the 14 you are at almost $20 by the time you sit down at your respected seat. Lets just say you have to take a Lady-friend out to a movie. Its going to cost you $40 before you sit down. I had to get IMAX tickets for a midnight showing. That cost $33.50 for two tickets. Imagine if it was a date? we are talking $50 easily. I have a co-worker who takes his children to the movies. He spends $60 with them. This is practically a mini vacation for only TWO hours. Why do we pay for this?