My app notifies me about 5 minutes prior to the start, I can go to my Watch List and then add to cart when the deal goes live (~4 minutes later). There are very often items that go to 100% claimed within 5 seconds because there are 1,000,000 other people doing the exact same thing you're doing at the same time. When the calendars come out, not only do you know exactly when the movies you want will be active, but so does millions of other people...