DMG's Mr Gurley points out, customers like to know that the manufacturer or retailer has proof of the purchase, if only to make after-sales service easier.
According to the new FDA decision, Plan B One-Step will now be labeled to reflect that proof of age is required to purchase it, and it cannot be sold where age cannot be verified.
Alternatively it could be co-hosting premieres, or your products as prizes for those with proof of advance ticket purchase to bring a group of their friends to the movie, the first week it is out.