Michael Jackson In theatres

I was going to put this in the offline marketing section, but, I figure I would probably get more answers here. From a marketing standpoint what do you think are the benefits of having Michael Jackson's movie in theatre's for only 2 weeks? I tried to come up with an answer based on the back end dvd, but, still it makes no since because MJ nuts will buy the DVD at a $50 price tag as a collectors edition regardless. On the front end they will be leaving heaps of money on the table. I don't get it

there's a lot more involved here than money i think, though i'm not sure what all the factors are.

Ah I figured it out!

I just read that sony is extending the farewell performance. Marketing scarcity is the name of the game apparently:cool2: