What's more interesting in this is the website they just launched allowing any fans to request their own showing, using a new platform called Tugg that basically acts like an Eventful/Kickstarter for movie showings -- allowing people to set up their own "screenings" at local theaters, where they set up the showing, and people need to buy tickets in advance. If enough people buy, the showing happens. If they don't, no showing.
They explained in the podcast that whoever sets up the showing (if successful) gets to keep 10% of the ticket sales, basically helping give fans even more of a reason to promote the film.
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