Who can afford to pay thousands of theaters to play one movie multiple times a day, telling them not to also not play big-name movies that will get a lot of people to theaters, like Spiderman? Even though it's Universal, that's a hell of a lot of money. AMC on 34th is playing 355 for a week straight. That's a big name in a prime location.
Publicity stunt.
Who can afford to pay thousands of theaters to play one movie multiple times a day, telling them not to also not play big-name movies that will get a lot of people to theaters, like Spiderman? Even though it's Universal, that's a hell of a lot of money. AMC on 34th is playing 355 for a week straight. That's a big name in a prime location.