“Movie distribution today has more in common with carpet bombing than with any carefully thought out marketing strategy. With a movie print costing well north of a grand, hitting 100+ cinemas is a gamble many are unwilling or unprepared to make.” But how to get that review and avoid the stigma of video-only release? “Many movies sidestep the DTV tag by playing in as few cinemas as possible. This provides a chance for the movie to get reviewed as a theatrical release, and justifies shelling out for a celluloid print.”