Consensus estimates for Regal Entertainment range from 6 to 14 cents, according to Thomson Reuters. Revenue is expected to rise 2.5 percent to $642.31 million in the current quarter. Cinemark's earnings per share is expected to rise from five to 11 cents on revenue of $421.7 million. Analysts expect Carmike to lose 14 cents this quarter but for business to rebound to a 47 cent profit next year.

Patrick Corcoran, NATO's director of media and research, told the DailyFinance that theater owners were "a little surprised" by how well they have done. Though people often deride movies for being expensive, they aren't when inflation is considered, he said.

"Not everybody is broke," he said. "People still have to get out."

His view is backed by a recent note from Piper Jaffray which predicted strong results from the exhibitors.

"With a deep slate of compelling content being released over the next several quarters, we are optimistic robust box-office trends will continue," the analysts wrote. "In addition, we believe the battered consumer is likely to continue to 'trade-down' and head to the theater over other more expensive forms of out-of-home entertainment in the moderate term, consistent with patterns during previous recessions."

Movie theaters are flexing their marketing muscles to drum up business. There are special deals for stay-at-home parents along with screenings of television shows for children. Corcoran noted that one theater owner is offering free screenings on Wednesday nights and others give customers $1 sodas.

This year, people have liked Hannah Montana: The Movie, Monster's Versus Aliens in 3-D, and -- lord help us -- Paul Blart: Mall Cop, which currently tops the box office. Corcoran demurred when I asked him to take a stab at forecasting how businesses may fare for the rest of the year.

But it's safe to say that legions of fans will flock to the latest Star Trek feature. Early reviews are positive. The theaters better order extra popcorn.