two concerts to movie theaters this year. a third is set for june. but it's not just high art that's filling seats. >> coming to move theaters. >> reporter: broadcasts of world cup soccer and ultimate fighting hit hundreds of movie screens. colorado based ncn phantom is a leader in bringing new entertainment to the multiplex. the ceo says the market is expanding. >> we did around 2 million people in movie theaters over our network last year. this is clearly a new and growing business. >> reporter: attendance for hollywood films is down this year, which has made the revenue from alternative events vital to theater owners. >> they get a piece of the ticket price as well as selling concessions. >> the truth is rarely pure and never simple. >> reporter: the broadway production of "the importance of being earnest" will be broadcast to movie theaters next month. tickets range from $18 to $22, a fraction of the cost to see it on stage.