Generally, the idea is to push for a big opening weekend with good marketing techniques, then cutting the film under 90 minutes, which generally means you can get in one more showing per theater per day, resulting in potential increased profits before word - of - mouth trashes your flick. (qwipster.net)
It's not a good marketing technique, but more a sign of unfamiliarity with the publishing industry. (ingramspark.com)
I'm in this for the long haul (one of the best marketing techniques of all, I think). (cormackcarr.com)