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There are a couple other factors as well.
1. length of the movie. If a movie is 1.5 - 2 hours long then they can show it every 2 - 2.5 hours or so and can get 5-6 showings a day in depending on how early the theatre opens. If the movie is 3 hours long they can only get 4-5 showings a day in.
2. number of screens. This weekend I went to see pirates 2. The theatre I went to had 18 screens and 5 of them were playing pirates. the movie literally started every 30 minutes and every show was sold out. If they had devoted another screen to it I know it would have sold out too.
When you factor in how many screens, the number of showings a day and the cost of the ticket, you know movies will continue to break records. And like people have said, somehow it is used a publicity tool. People think that if the movie has a huge opening weekend it must be good so they go see it because everyone else is.
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