PREVIEW

... ates.

A limited release is akin to testing the waters, with the performance used to gauge market direction.

If the limited release goes well, the number of screenings can be increased the following week; if not, to reduce losses, the distributor might consider ending the screenings early.

Of course, sometimes, even if the limited release has only mediocre results, if the theaters see potential in the movie, they might extend its run.

For instance, "My Big Fat Gree ...

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