(CNN) When "Crazy Rich Asians" hits theaters next week it will already be making a bit of history. But supporters of the film want it to make more.

The romantic comedy starring "Fresh Off the Boat's" Constance Wu and Hollywood newcomer Henry Golding will be the first major studio movie since "The Joy Luck Club" 25 years ago to feature a predominately Asian cast.

Digital media entrepreneur Bing Chen has seized on director Jon Chu's comment that "'Crazy Rich Asians' is more than just a movie, it's a movement" and is promoting the movie on social media with the #GoldOpen hashtag in the hopes of drawing a record box office.

Director @jonmchu: "Crazy Rich Asians is more than just a movie, it's a movement." But EVERY MOVEMENT NEEDS ITS MAFIA. That's why 100+ of us have bought out theatres to give #CrazyRichAsians a #GoldOpen. Join us and buy your tickets NOW for opening week on @Fandango.com pic.twitter.com/rvYayv1GkV — Bing Pan London Chen (@BingChen) August 3, 2018

"But EVERY MOVEMENT NEEDS ITS MAFIA," Chen tweeted. "That's why 100+ of us have bought out theatres to give #CrazyRichAsians a #GoldOpen. Join us and buy your tickets NOW for opening week on @Fandango.com."

Based on the best-selling novel of the same name by Kevin Kwan, the eagerly awaited film tells the story of a dashing college professor who takes his girlfriend (who is also a professor) home to meet his mega-wealthy family in Singapore.

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