The idea is so brilliant in that it provides a pretty easy way to gauge the 'interest' of fans in paying for the media directly rather than just merch and passive ad revenue. This IS a new company that is about to lose its tentpole and wants fans to be ENGAGED in its form of content.
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If they want fans to engage then why lock 90% of them out of paying for the movie by only showing it in two places ?
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Because it's about having fans engage with calling theaters and asking about it, getting fans to get their friends and families to see it, buying merch to show off AT the premiere or after-parties, etc,.
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If I were an investor, seeing the actual ticket sales for something that is explicitly being said 'THIS WILL BE FREE IN TWO WEEKS' will be a HUGE indicator for the viability of this type of indie animation.
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