The 'we dare you to watch this movie' approach seemed to work for Fox Searchlight with last year's release of Danny Boyle's "127 Hours" (customers who endured the gut wrenching arm amputation at the end of the film were offered free t-shirts).
Perhaps a similar campaign needs to be waged for Terrence Malick's "Tree of Life?" At least in a Connecticut city.
Journalist and blogger Joe Meyers tweeted a photo of box office sign warning customers about Malick's Cannes Palme d'Or winner at the Avon Theater in Stamford, CT earlier this week:
@joesview: the Avon has had so many walkouts at 'tree of life' that they had to post this sign in the lobby: yfrog.com/kglmanj
Let the buyer beware warned the theater, noting that the film "does not follow a traditional, linear narrative approach to storytelling," adding that there are NO REFUNDS.
The little sign at a lone movie theater in Connecticut has stirred a fair amount of attention online, inspring blog posts, tweets and Facebook comments.
"I mean, if they want their money back after a Malick film, they'd probably throw chairs through the windows after 'Uncle Boonmee Who Can Recall His Past Lives'," quipped film critic Matt Zoller Seitz, referring to last year's Cannes winner. While another Facebook commenter, Ted Fry offered, "PS: Spoiler note -- The dinosaurs die."
Don't worry Stamford, "Tree of Life" confounded Cannes festival audiences, as well.
That said, give it a shot (and stay 'til the end)!