CNB Movies, a national theater chain, considers offering 24-hour screenings for Marvel and DC Comics movies on opening weekends. The case analyzes the profitability of this initiative for one theater, testing candidates on cost-benefit analysis, mental math, and structured problem-solving. Key elements include calculating revenues from ticket sales and concessions, estimating increased costs for staffing and maintenance, and evaluating the $10,800 incremental profit. The case also explores broader strategic considerations such as competitive advantage, potential cannibalization, marketing implications, and selective implementation across theaters and movie types.