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By creating an event around the film, the distributor was able to engage audiences, delivering £143,000 from the single showing at 74 cinemas.
Instead of a single showing that draws many potential buyers all at the same time, the sellers will have to endure lots of individual showings.
It is unusual but not unprecedented for an expensive, high-visibility Super Bowl spot to be withdrawn after a single showing.
In July 1993 the Chinese government banned an already-censored version after a two-week run in Shanghai and a single showing in Beijing.
Beamed from its Edinburgh film festival premiere to 142 screens nationwide, music documentary Talihina Sky: The Story of Kings of Leon grossed over £82,000 from a single showing (including live Q&A) on Saturday night.
Mid-week, says Charles Gant, the Guardian's UK box office analyst, "there's only room for a single showing each evening – and that puts a lot of pressure on people who want to see it after work".
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And she's noticed more singles showing up, even on regular tours.
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Audiences stood up every single show".
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com