I get the point to a degree, but I also want to say ... wake up to the new (future) normal.When theaters first started adding midnight screenings there was the same outcry. It's "not fair" to the previous record holders, a midnight screening isn't *really* a Friday, etc. blah, blah, blah. But then everyone started doing it, it increased the hype for big movies and now it's normal. This will be the same thing. In the end, 10pm screenings are better for the theater owners (they are ALL for it), better for audiences, and the studio doesn't give a crap when their money starts rolling in.