It might be worth considering that this is actually a very modern mindset. In the early days "film" was often serial based, including newsreels, story serials (e.g. Perils of Pauline, Andy Hardy, etc), or short form stories (Three Stooges, Looney Tunes, etc). And during those days, full length movies were often much longer, with intermissions.
I'm no film historian, but the idea of a "traditional movie" as you frame it probably originates somewhere around the advent of scheduled show times. IIRC, that started around when "Psycho" was released.
So, in a lot of ways, what we're seeing with non-standard number of shows, personalized viewing schedules, different show lengths, and changing release cycles is much more of a return to form for film than it is a new idea.