"They wanted to use this screening because it kind of mirrors the bagel experiment," explains Lisa Weiner, a PR rep for Magnolia Pictures and Green Film Company, the production companies. "They love their data."
The trick is to make you part of the data. By clicking this link (and only by clicking that link -- tickets won't be available at the theater), you can elect to pay whatever you think is fair to see a sneak preview of the movie, which doesn't officially open until October 1 -- anywhere from one cent to $100. "We haven't gotten many people paying $100, if you can believe it," quips Weiner.
Of the 10 cities the movie is previewing in, seven screenings are already sold out -- and Denver's getting there. So get up on it quick -- just remember: Don't gyp the bagel guy.