I probably average seeing a movie in theaters once a month (down from twice a week when I was in college a couple of years ago), so if there is a movie that I reasonably expect to enjoy that's under $20 I'll probably end up picking it up.
For example today I went into Target and purchased "Chasing Mavericks," having not even realized it came out yesterday for $18. It was filmed in Santa Cruz, CA (where I went to college) so I couldn't help myself.
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