At least around here, some of those movies only had multiple showtimes for about a week. Not everyone can see a movie opening weekend. And some people, like me, tend to skip opening weekends so they can avoid the crowds. If you declare all movies a failure after the first 3 days, then pull all the showtimes that aren't 10 pm on a weeknight, of course your movie is gonna bomb. The article, while making some good points, seems to skip over this one.