What goes up a lot one day often goes down a little the next day. (And vv). Lots of exceptions though - for example, if something is a sure money-maker and super-cheap, it can go up in price for a few days before traders lose interest.
Often, movies will rise in price as they approach the release date until they are over-valued. About four weeks before release, traders often have a rethink and the price reverts to more realistic expectations. (Plenty of exceptions too - highly anticipated movies don't do this. Man of Steel, for example)
Think about how opening weekends affect prices for similar moviestocks. For instance, when TREK2 opened below expectations. TREK3 immediately took a big hit in price.
There are usually two big crashes a year, one in February a few weeks after the holiday releases delist and another in September after the last of the summer movies delist. A lot of high-priced stocks can fall significantly during these crashes.
That's all I can think of at the moment, but others who've looked at this more closely may have more advice.