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Notes -
It might say something interesting about the distribution of interest in the movie: some people were sufficiently interested to buy multiple tickets and contribute more towards the movie's success than they had to, and some people may not been sufficiently motivated to see it without a free ticket (although i don't know a lot about how you get a free ticket and it's possible ticket recipients would have seen the movie anyway)
I'm not sure that's negative towards the movie, though: having some people be super excited about your movie isn't uncommon, and it's kind of interesting that we don't see more of this.
Imagine a campaign where feminists and allies subsidize a movie that they think portays women well, to try and get more moviegoers to explore along those lines. Kind of terrifying in what it'll do to movie creator incentives in a Toxoplasma of Rage way, but i don't think people are making a strategic decision not to do it on those grounds.
We will definitely see a lot more of it now that there's been such an effective proof of concept.
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