[falcolas]

Sure it does. You're in theater X, at a time that movie Y is playing. Based on those two bits of data, that's enough to market to you based on movie Y.

There's no need to know your age, ethnicity, gender, or anything else to be able to market to you while you're at movie Y.

Even more accurately, there's not even a reason to know your location, if they simply market according to the movie you're already paying to watch.