Are certificates usually/often issued to expire at the end of a given calendar year? On the one hand, that would explain this happening on Dec 31.
But it's slightly weird because it's not yet the new year in UTC. This was posted several hours before that happening, and we've still got over 2 hours to go... (And the cinema is in New York, with almost 8 hours to go in local time, so it's not a local timezone issue either.)