How does that benefit you, jocking someone else's product? You, the common man. This works like those apartment rental scams where you get 50$ if you convince a friend to sign a lease. You convince someone to see a movie (and I doubt, of course, that they would do this for big-budget movies), and you get points, which can lead to money off your next ticket, money off concessions, a free quarter for the Grab-N-Tote claw game, whatever. You're becoming an ambassador for a movie, so you're getting rewarded for the free advertising. Maybe they do something for you online, one of those interactive things, I don't know, access to DVD material before it's out, I don't know.
Anyway.
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