I think they are testing the limits here. There is certainly a point beyond which the "willingness to pay" disappears and the movie becomes financially non-viab

I think they are testing the limits here. There is certainly a point beyond which the "willingness to pay" disappears and the movie becomes financially non-viable. They could perhaps accept pre-orders to judge this and then introduce special deals, tie-ins, etc. to sweeten the deal if needed.