I'm starting a campaign here and now. I am boycotting any movie with a run-time less than 100 minutes. I'm getting sick and tired of movies that cost $25 to go with my wife to see (with popcorn and sodas), and last less than that. If they can't justify more than 25-cents per minute, I'm not going.


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- but I agree that it's really not necessary if they would be able to keep the cost down by only showing movies at popular hours.