Just as this site gets posts and call outs from members of other boards, some people from here post about this site's existence elsewhere.
When the imdb community was scattered on the 19th, everyone got disbanded. Now it's like people trying to find each other after an earthquake. Many people belong to more than one site....so I imagine what you're seeing is people liking one or another site, and hoping to get more discussion from posters they've lost touch with at wherever their new preferred site is. So they mention the site's existence (it was only established last week or so.)
It's not like there's a marketing team for MovieChat...
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