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The practice of ensuring that when a major blockbuster goes on release, the films that come out on the same week are not likewise other blockbusters but are instead arty fare that will attract a very different audience.

Examples include countering Star Wars Episode III: Revenge Of The Sith with What The Bleep Do We Know; Batman Begins with We Don't Live Here Anymore, and, at its most extreme, Harry Potter And The Order Of The Phoenix with Hungarian Film About Vomiting.