I understand now that I have maybe offended some of you. I am sorry for that.
I understood what you were getting at. But I'd point to the role of training and coordination, typically involving specific heuristics and subtle communications not possible outside more well-choreographed 'groups'. If we imagine, for example, that the theatre was occupied by a Marine battalion, I am sure we would have seen the coordinated, social response you point to. Even a small group of trained emergency personnel would likely coordinate their behavior, based on their training, assessment of the situation and ability to communicate effectively in the conditions at hand. You mention a football team, and I'd point out that the ability for a football team to act cohesively is a direct result of training, practice, clear expectations of role, and the ability to communicate using very specific signs within the context of play.
Another example, the recent Costa Concordia disaster demonstrated that key players in the disaster-response team (employees) did not possess adequate training and strategies for response were inadequate. In this example, many lives could possibly have been saved by improving social coordination among that group for such a circumstance. Since I'm not sure such a coordinated response is possible, so quickly, from a random group of moviegoers or vacationers, I'd suggest that maybe (in our current social reality), movie theatre employees (and ocean liner staff) may need better and more training to respond to emergency situations like this (although they should be compensated adequately if they are expected to put their own lives in danger (because they have practice in responding) to protect others (who lack this practice)).
So, bottom line (TL/DR), in order to expect coordinated responses, any group requires practice and training and a communication/decision-making protocol are all familiar with. As you suggest, such a response may in fact lead to a quicker, less destructive scenario, but I'm not sure can be expected to occur in the absence of this training. (Note, I'd guess that in slower developing situations, where even unpracticed and otherwise untrained people have the ability to communicate you will see greater levels of coordinated responses).