ˈæftɚ ɹədɹˈiːɡɛz tˈʊk ˈoʊvɚ, ðə kˈʌmpəni ˌɪntɹədˈuːst tˈuː nˈuː ɪnˈɪʃiətˌɪvz ɪn ɑːktˈoʊbɚ tˈuː θˈaʊzənd θˈɜːtiːn: dˈɑːlɚ fˈaɪv ɐdmˈɪʃən fɔːɹ ˌɛni mˈuːvi ˌɔn tˈuːzdeɪz æt sᵻlˈɛkt θˈiəɾɚz ænd ɐn ɔːltˈɜːnətˌɪv pɹˈoʊɡɹæmɪŋ blˈɑːk nˈoʊn æz "θˈiəɾɚɹ ˌɛntɚtˈeɪnmənt nˈɛtwɜːk.
After Rodriguez took over, the company introduced two new initiatives in October 2013: $5 admission for any movie on Tuesdays at select theaters and an alternative programming block known as "Theatre Entertainment Network.