In all seriousness it's probably not a thing in the US but it's pretty big in Europe, especially in my country where the vast majority has been doing it all the time for years now. Not that we here amount to anything profit-wise, just saying.
It's even bigger in many Asian countries, including China. I'm not saying it's going to make or break the film but I think the countries where it doesn't happen much, underestimate how much it might be happening elsewhere. It's still going to affect its box office somewhat.