With the latest update the upcoming Smurfs Movie is promoted and the smurfs can now build a movie theatre in their village. The theatre is available for a limited time and costs 300 coins and builds in 4 hours (2 hours if Hefty Smurf has been placed in the village before).
Tapping on the theatre opens a link with a trailer to the upcoming movie. It says that the item is only temporary, so we can assume that it will be removed again with one of the upcoming updates, just like the seasonal items.
Unlike most of the other building the movie theatre does not come with a special smurf associated with it, so building it does not add another character to your village.
The movie theatre and the advertisement for the Smurfs Movie have now been removed with the September 2011 update (app version 1.1.3).