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Excerpt from Marketplace -- "'If you're the film that gets in before the weekend, you begin to build buzz,' says New York University professor Al Lieberman, a former film and television marketer. 'It's out in the press immediately and on social media right away.' ...There are some risks of opening early. People are even more likely to spread the word about a movie they didn't like, Lieberman says, especially if they're a diehard fan who has stayed up until the wee hours to see it."

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