I've run a movie theater for many years now, and I would assume midnight launches for new games are scheduled a lot like our corporate office dictates running midnight movies. For REALLY REALLY big movies (Twilight, Transformers, Dark Knight) every theater in the company that is running the film is going to do a midnight show. For films projected to be not quite in the same league as the big films say, 2012 or A Christmas Carol, only the theaters in the really large urban areas (NYC, Boston, Philly) are forced into midnight shows on the day they come out. For lesser titles, it's just not worth the extra payroll, utility, and other expenses when there's only going to be a limited audience. Stores do midnight launches because there's money to be made in doing them, not because they're providing you with a service out of the goodness of their hearts.