While people are finding ways to save money, often eliminating some leisure activities from their weekly routines, lines at the movie theaters and video stores remain.

The buttery scent of popcorn fills the noses of people at the theater. As they walk into the dimly illuminated room, they plop down on the cushioned chairs, escaping into an alternate reality where it seems that their problems disappear.

Welcome to the cinematic experience.

The United States is in a recession, but movie ticket and rental sales are rated “R” – for recession-proof.

Jackie Clarkson, a regular moviegoer and Middlesboro senior, said she is looking forward to seeing the new comedy starring funny man Seth Rogan, “Observe and Report.”

“It’s a great way to escape daily life,” she said. “Just everyday ruts, money problems, relationship problems,” she continued.

It isn’t a proven fact that light-hearted films are grossing more at the box office or at rental stores, but they are a popular alternative, Associate Economics Professor Brian Strow said.

With gas prices slowly increasing after they dropped a few months ago, traveling can be very expensive. People may be trying to stay closer to home looking for an escape, and movies may be that substitution, Strow said.

Technology is improving, and getting a movie is as simple as the push of a button or click of a mouse.

Redbox and Netflix are cheap, popular ways people are getting the cinematic experience at home. Redbox is conveniently located for the college student on the go at local Wal-Mart and McDonald’s locations.

“I use Netflix because I can pay $8 a month and get as many movies as I want, plus as much instant watch as I want,” Clarkson said.

Strow said he and his wife are average moviegoers.

That is about $18 without going to the concessions. If you just buy a movie for $19.95 on DVD, you can watch it an infinite number of times, Strow rationalized.

“People go to the movie theaters for the ‘big screen experience’ than the movie itself,” he said.

Clarkson confesses she doesn’t think she does it consciously, but she’s sure the reason she has watched more comedies and romantic comedies lately is because it helps when her morale is low.

“Confessions of a Shopaholic” in theaters now, was highly anticipated by readers of the bestselling novel by Sophie Kinsella. It’s about an extravagant spender who accumulates a large amount of credit card debt until her card is declined at a high-end boutique.

It opened on President’s Day weekend with a disappointing $15.07 million.

“People don’t want to watch someone else overextend their budget while they have the same problem,” Strow said. “They would rather watch a movie about a millionaire – a kid who suddenly gets rich!” he said jokingly.

He said more serious movies would seem to have a harder sell if people are going to watch them for an escape – they want a happy story.

“Evidence of that is when my wife says ‘If we are going to the movies, it better be one where I can laugh,’” Strow said.

According to Strow, movies came into the Great Depression and took off. On average, there have been seven recessions throughout America’s history, he estimated.

Despite the changing economy, Strow said “movies give people the escape, physically and mentally, to fantasize about another life.”