They are actually called "Salesmen." Sometimes I wonder about that relationship as I am usually the one begging for their movie. However, in this case they probably did have to place some prints.
My booker had advised me that this was not a good movie but I was willing to take it if Fox would have granted me Episode 2. They didn't bite but Sony offered a good deal on Spiderman and Stuart Little 2. We already have a committment on Lilo and Stitch from Disney and I am feeling pretty good about our summer line up. We are still first run and that is not supposed to happen. We are supposed to quietly go back to moveover, but we decided to fight. Our Dolby Digital sound system turned out to be a good investment even though we didn't know how good it would be at the time we installed it. Moral of the story: keep investing in your theater, you never know when it will become REALLY important to you to have done so. Besides we have been the beneficiary of a lot of support from our patrons. Without them we would be nowhere.
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