Given that Filmworks is a MIKP partner/associate, I'm guessing they already have a decent cache of MIKP shares, perhaps from as long as a year ago.
Also, as a partner and being on-set, they are insiders.
Agreed that it would make sense for their "friends & family" to buy at current levels if they believe in the film they're making, esp with the Filmworks founder as both director and post lead.
But maybe they already have enough in hand?
Or maybe they're not as confident as they could be?
Time will tell how the cards fall.
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