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Yeah, I've been wondering about how this price is possible long term. They've added restrictions on it now by putting a ticket verification process in place and only allowing you to go to one movie once and not multiple times. I honestly thought it was odd that they didn't just have direct deals with specific theatres to pay them a % of total subscribers revenue, etc. rather than a pure ticket price situation. Theatres make more money by selling the additional concessions still and people showing up more often. It seems it would be in their interest to handle things that way.
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