A good move on their behalf, if you look at what Bitcoin has done for MovieTickets.com :
https://99bitcoins.com/accepting-bitcoin-is-a-boon-for-movietickets-com/ and I quote, " MovieTickets.com is reporting that its embrace of bitcoin is leading to
increased sales, visibility, and community good will.
When the company first decided to accept bitcoin there were some trepidations, but
the all-digital currency is turning out to be a boon for the online ticket selling site. With consumers constantly demanding more ways to quickly and easily pay for goods online, bitcoin is emerging as an increasingly popular transaction method, and one that is helping MovieTickets.com sell its goods. "
I hope these guys stick to Bitcoin and not some obscure Alt coin, because that will not increase sales, because a new coin does not have the user base that Bitcoin already has.