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Seems like bad timing that is likely mixed with some poor judgment on the side of the theater.
They could do a lot of stuff though to look very good in the aftermath of all this. Any number of things could help people get past what happened and build good will in the community. For instance, they could give that particular theater an honorary name to memorialize the victims. They could decide to show no more violent movies in that theater and show only G rated movies or comedies so "nothing but laughter is ever heard inside that room again" and use the other 15 theaters for the action type movies. Hell, set up some type of scholarship or community oriented charity and utilize that theater for raising money or playing free cartoons for the poor kids that can't afford to buy tickets.
Seems to me someone's knee jerk reaction to revive business backfired when it didn't have to.
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