Who said the a primary attribute of a service is not having the right to choose? Of course that liberty is still available, but what makes it a service is the fact that they try to appeal to as many people as they possibly can. This is why they make movies for the majority. It's a service industry.
Every hour there is atleast one screen play turned down by a production company. Is it because the film isn't artist or is it because it won't sell tickets? That's the logic of a service.
Anyway, I'd like to retract my statement a bit. Film is an art, I agree. Movie production is a service and all the things we're seeing in the theater is a movie production.