Rebecca Rubin Film and Media ReporterPrior to the pandemic, assessing the financial success or failure of a film was relatively simple and finite.For a big-budgeted movie, the volume of ticket sales collected in its first three days in movie theaters gave a good indication of whether or not it would be profitable.
There were exceptions, of course, but for the majority of studio movies, all it took to read the box office tea leaves was a quick look at opening weekend revenues.COVID-19 has scrambled that calculus.
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