it will adjust up higher in price opening weekend. If you DO think it will adjust up big then hold it and wait for the adjust and you'll make your $$. If you DON'T think it will adjust higher than what you paid for it, then perhaps you should consider dumping it and limiting your loss.
Whether or not people buy it now to help the price 'go up' for you has no bearing on opening weekend. The bottom line is - if you think it's adjusting up from the current price opening weekend, then hold onto it and wait. If you don't feel it will make the numbers, then maybe you should short it and make money when it adjusts way down... you can make $$ on either way you hold it!
It's all about the adjust - and how much people feel it will earn opening weekend. Sometimes players get it right and a movie doesn't adjust much, other times movies adjust WAY up or down... it's all about opening weekend... THAT should be your focus. How well (or bad) you feel the movie will do.
Good luck! 