Cinemark under the leadership of CEO Mark Zoradi once again has attempted to disrupt the joy of movie going. Now a new requirement for women requires a size limit on handbags. With no advanced warning i.e. during trailers or social media, we were told we cannot enter the theatre because of a new rule. A sign in the lobby was easily missed. Several questions come to mind. Why women's handbags as there was nothing listed about backpacks? How about teenagers with big baggy pants and large pockets to house a hand gun? With a downward spiral of movie theater attendance why now? A year or so ago Cinemark introduced advanced ticket purchase and seat assignments, another bad idea unless you benefit from that increase in revenue. Cinemark's board of directors should be aware that many of its movie goers would rather sit at home in their own recliners and stream relatively new movie releases. If I were a member of their board, I would be asking Mr. Zoradi and his out of touch team how this new rule will entice families to flock to a local Cinemark theatre? If his intent is to make his theatres safe then remember "A terrorist hopes to cause the target to overreact in a way that undermines its legitimacy and authority, and this provides a moral victory" (The Threat Matrix by G.M. Graff). Cinemark, you've lost a large number of movie goers from this family.