It's hard to get people to go watch a lesser-known movie. Prices being what they are, it's especially hard, since there lacks that cert-i-fied gaur-an-tee that this-movie-will-entertain-you that comes with bigger event movies.
So.
Movie theaters share theater ticket profits with movie makers. So, what if the movie maker decided to charge less for a certain movie on opening weekend, something more independent-minded, in order to build buzz for that particular movie? Get a bunch of people in the theater, much more than you would otherwise on opening weekend, and have them spread the word about that particular movie until next weekend, when it's full price and more people are wanting to see it?
What if the movie's tanking? Charge a little less, make a little more before it gets pulled from its run.
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