They're playing the films on the wrong days. They should be having the Elvis day on the 16th, that being the fortieth anniversary of his death.
I wish there was a cool little cinema near me with Elvis days, spag western presentations and whatnot. All I've got is a poxy overpriced Cineworld. No special events, no midnite madness triple-bill all-nighters, no Shaw Brothers weekenders; just the dozen or so biggest releases at any given time and £7 hot dogs.