'Brands wanted to become part of this because they saw the film was finding its way into culture in such a dynamic way,' he told Variety. 'It stopped becoming a marketing campaign and took on the quality of a movement.' 



Still, some investors are undeterred, as bitcoin has since recovered 75% to $27,431 on Tuesday.

It has hovered above $26,000 since the banking turmoil in the U.S.




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