Bolstering viewership
In 2012, I was at IADT. We were given a chance to go to the local mall and see a movie. Every soldier who didn't have a pass wanted to go because Avengers was just released. Most of us never got a weekend pass so this was the only chance we had to get off base.
We were told that we were going to battleship and that we would sit in the theater and that we couldn't skip out and sneak into the Avengers.
The Military put a lot of money into this movie and this was a way to bolster the vviewership. It was terrible. When top asked me my opinion, I said that the old guys on the ship were pretty cool.