Maybe we can start having all cinema customers sign a Release Of Vendor Liability in Cases of Terrorism for certain movies. I can understand their hesitation, but we should show it anyway.
This may indicate the need of a new law.
I doubt the people are the problem, most folks know that even if NK did something it probably wouldn’t be at their theater and time, math is on your side in that. The problem is the theater chains don’t feel like being the site of the {your brand here} Christmas Massacre. If you look up the Aurora Batman shooting Century Movie Theater is usually in the first sentence, and I wouldn’t be surprised if they were the first ones to pull out. It’s just not good for the brand.
From the point of view of America and Freedom and all that good stuff yes they should show it anyway. But if you were in charge of the public image of Century or Harkin or any of the other big brands would you show it? I wouldn’t. And I truly believe the threats are hollow and nothing will happen. But if that were my job then I would HAVE to protect my brand from just in case. The sentence I’d give my boss is: I’m absolutely positive that nothing will happen at all, but we can’t take that chance. No matter how much you’re sure nothing will happen there’s only one way to MAKE SURE nothing happens. And that’s what they did.