Megaplex Madness: Now Playing is a game which concerns time management where the player becomes a manager of a movie theater. The game's main premise for players is to meet the minimum earning goal by primarily keeping customers happy. To keep customers happy, it is important to satisfy their "wants" which are displayed above their heads and are inside thought bubbles. The theater has different stations. Players have to drag customers to correct stations that correspond to their wants to keep them happy. Combos can also be made by matching the color of the customer's clothing with the same colored spot. This entails bonuses in earnings. This happens when the player makes 5 sequential matches. Additional bonuses can be given when switching customers so that their needs can be addressed by a different station. Once the movie starts, the player has to continue to provide customers’ wants since their "patience" is dropping faster than before.
The amount of income earned by the player can be ranked as target, expert, or master. While the "target" is the minimum goal earnings required for the game to continue, finishing the level as "expert" rewards the player with a bonus token while "master" gives the ability to repair one portion of the game. Upgrades can also be rewarded on "master". The player can purchase other theaters as well.