Imagine, the calendar showed this movie would be a

Imagine, the calendar showed this movie would be available on July 4 and costumers really liked that movie so they took a day off and prepared all the movie munchies they can get for the anticipated release date. How much would that piss off them just to find out it will come out 2 weeks later or, much worse, a month later. That's first impression will turn off them forever.