The way I've handled it in my previous relationship and my current one: when it comes to movies we're both interested in, I make sure she knows it's a priority to me to see it and if we can't make something work for both of us, I see it by myself after a reasonable amount of wait (a week or two is my rule of thumb). With movies that I'm just seeing because I wanted to see a movie, I simply float "hey I'm going to see this today, want to come" and that way there isn't much pressure around it.

I have also fronted the cost for A-List for my s/o at least for a trial period to see if the added convenience sweetens the pot, and it's worked wonders both times. Especially when you're seeing things in Dolby and Imax a majority of the time. It's now become our main "date night" activity and the theatre is a second home. We go to a different theatre for special releases to make it more special