Interstellar, the latest science fiction achievement from The Dark Knight director Christopher Nolan, is doing quite well at the box office, just about to cross over the $100 million point here in the United States. With that, the film has definitely gained a huge fan base – and that’s something that AMC Theaters is banking on with its latest promotion.

The theater chain has teamed up with Paramount Pictures to introduce an unlimited ticket for the film, which enables viewers to come see it as many times as they wish while it’s still playing, for a one-time charge of $34.99. You can even take your exisitng ticket stub, if you’ve already seen it, and pay the difference to upgrade to an unlimited pass.

While some may see it as a risky promotion (how many times can someone view Interstellar ), Mashable believes that it’s a pretty sharp move which could actually manage to sell more general tickets to the movie.

That’s mainly due to the film getting a push from the studio even past its first week of release, which isn’t usually common business once it’s released. With the promotion, Mashable explains, Paramount could easily promote that the movie’s so good, it’s worth seeing multiple times – something that could garner curiosity from those who weren’t entirely on board with seeing it before.

With the deal, AMC and Paramount can benefit from extra promotion for the film, which is sure to result in a few extra ticket sales, and more word-of-mouth about it – even if unlimited passes themselves don’t sell in spades. It also introduces targeted messaging for that particular crowd, as well as the ability to use powerhouse quotes to describe it, as Elizabeth Frank did in the announcement’s press release: “Christopher Nolan has created a masterpiece that movie fans are saying gets better every time they see it.”

Could that mean more studios embrace the idea of an unlimited movie screening pass It’s not like the idea hasn’t been done before, as Alamo Drafthouse took advantage of such a promotion with Paramount’s Anchorman 2 when it released last year. (That one performed moderately at best, with the film barely making over $100 million at the box office.)

Still, for big blockbusters-to-be, such as Marvel’s Avengers: Age of Ultron, the idea of an unlimited pass may not be such a bad idea – and it could allow companies to get the buzz going on movies again, especially if they wane a bit in popularity.