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Good article — I especially liked the point about targeting. But, I’d caution against reading too much into one weekend at the Box Office. I watched the trailers for the The Circle and How to be a Latin Lover, and The Circle looked pretty awful (the premise was overwrought, and, shockingly, I didn’t buy Hanks as an overly ambitious tech CEO), while HTBLL looked like a more diverse Deuce Bigalow — which may have been an Oscar winner but was a good movie for what it was trying to be.

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