How about crowd sourcing, Groupon-style? For example the audience would vote with their ticket purchases, which would kick in once a threshold had been met (50

How about crowd sourcing, Groupon-style? For example the audience would vote with their ticket purchases, which would kick in once a threshold had been met (50% of seats filled, etc.). The cinema itself could market its web/mobile app instead of individual films, or actually both at once.