that the week that movies open (I'm talking opening 'wide' here) that there will be a lot of movement on the stock that week. The reason being is that players are jockying for how they want to hold it...some will be selling hoping to sell higher than where they think it will adjust to...and others will be buying or shorting it...all which causes the price movements you are seeing.
IF...and this is "IF" YOU feel the movie will adjust UP from where the current price is in your port, then by all means...hold it and wait for the adjust. However, IF...you feel it may not open that high, then you can always sell it off AND short the stock if you feel it may not make the $$ that it is priced at when it adjusts...
I'm a big fan of playing openers, and it's one of the fastest ways to build your port... but remember, you can always short a movie and make $$ too. If you think the price will drop more than where you currently own it at...then you may consider doing that...but remember TOO...you will pay commission when you sell off your long, and then again when you buy it short...so consider that when you are deciding as well...
Good luck.