I was wondering this because of the large % drops we see now. With a new movie every week is there less incentive to see a movie more than once. Also, with DVD, knowing that you'll own (or rent) the DVD in a couple of months, does that eat into repeat viewings? Oh, and there's the hype machine too. Everyone goes the first weekend a movie opens, and the theaters are showing the biggies on so many screens that as many people as possible see it opening weekend. I'm just curious about it.