A small soft drink at Regal Cinemas theater in Fenway is 32 ounces or about half a two-liter bottle. The price of that, plus a small popcorn (85 ounces): $10.

Based on 2006 figures reported by the Regal chain, concessions were marked up 85 percent, so the chain saw $697 million in revenue on concessions that cost $105 million.