You guys keep changing what kind of an event is being discussed just to keep going around in circles. I already discussed that there can be event OWs separate of their total runs. Similarly, yes there can be event level build ups to a film as well (something TFA had and R1 most certainly did not). Finally, pop culture events are different than box office events, the two are not mutually exclusive. If people want to keep changing what type of event is being discussed so they can tiptoe around the obvious facts of R1 not being an event, then it simply proves my point further.