Movies are experience goods: the consumer perceives their quality only after he watches them. In choosing whether to go to cinema to watch a film, a moviegoer has available a number of observable indicators of film attributes such as: title, genre, rating certificate, cast, director of production, the nomination or winning of film awards and a number of additional quality signals of a more subjective nature, such as quality of service in cinema theatre. In the last twenty years, there has been an evolution of this service and nowadays, for moviegoers, theatres are an essential part of the movie experience. Therefore it’s important to add to the beauty of the film, the ultimate comfort, the latest technology and other services in theatres. The aim of this paper is to identify which factors influence moviegoers to choose a cinema theatre. The authors, in this preliminary analysis, have led a statistical survey, during November 2011, using a questionnaire. Population reference has been students in Urbino, classified by gender and age. The dataset has been analysed using statistical methods such as Pareto chart. The research has allowed to understand if there are relations between several characters and to point out critical factors. Managers in cinema theatres might use results in marketing plans to improve quality of service and to increase proceeds.