A better question might be: Is there hope for movie theaters? Is there hope for malls? Is there hope for brick and mortar stores?
The results of the survey you suggest might be interesting. But I don't think, by QA, they mean surveying to bring more people into theaters. They mean QA to determine if the customers who do frequent theaters are being properly served.
Yes, I think there is plenty of hope for the movie theater biz. Life is evolving and things are changing. There's a wider distribution of goods and services now than ever before, and the way people spend their time and how they procure goods and services has changed. Onlline shopping is hurting the business at brick and mortar stores. Where people used to go to malls to buy their clothing and other items, many now buy from Amazon and other online shoppers. Rather than reflecting a distaste for the clothing and merchandise available at the malls, it shows that people are choosing to buy online, and many stores are closing as a result. Movie theaters used to be the only way to see a new-release movie. That's simply not the case any more. A newly released movie can be viewed online within days of its release, sometimes immediately on release. Movies are big business, even bigger than before, regardless of what individuals may think of the type of movies being made. People are choosing not to go to theaters, not because of the movies shown, but because they have other options and they are choosing those options.