About a year ago when "Gone Girl" came out, they stuck it SS. They were running commercials for the film on TV non-stop, when you walked into Barnes & Nobles they had stacks of the book all over the place and the actors were making the rounds at all the talk shows and morning shows. I emailed the theater using the email on their website saying just this. They responded that same day saying they make deals with studios way in advance of the release date and they put a lot of thought into where they place the films.
We waited until the second week before going and went at 2pm in the afternoon, guess what, the line for that film was out to the door at Rialto. The film ended up taking in $167 million in the U.S. When it's at SS we usually wait until a band that we like is playing, which are Uncle Bob, Rocky & the Rollers or Petrina, then go to a 2:00 showing and maybe get something to eat at Panera's and then see the band.
