When I won the starplex gift card a while back, we DEFINITELY made up for it in concessions, lol. And after my visit there (the gift card use was my first trip to the theatre) I gushed to just about everyone I know about how much I liked the theatre. I think it's a GREAT idea!! Hope the higher up's agree.
From a "higher up" standpoint, they should look at it like this. Even if someone doesnt win they will more than likely go to the movies anyway since they got their heart set on going so bad. They might have had a movie in mind and then said, "eh, who cares if we didnt win, lets go see it anyway"
I love the Starplex and the thought of possibly getting a chance to win tickets would be awesome. I am on here practically every day, and every person I sell to I pass on my card with my listings site address on it. Let's do this!