Cantor Fitzgerald, the firm in the article, previously tried to create a market in box office futures: http://www.nytimes.com/2010/04/08/business/media/08futur

Cantor Fitzgerald, the firm in the article, previously tried to create a market in box office futures: http://www.nytimes.com/2010/04/08/business/media/08futures.html http://www.nytimes.com/2010/04/08/business/media/08futures.h... Cantor is a brokerage firm at heart -- I dealt with them frequently when I worked on Wall Street. Their entire reason for existence is to match buyers and sellers, and take a cut of the transaction. More markets to do so means more money for Cantor.