The only thing that could potentially hurt shorts until middle of 2014 is:
if there is a buyout, but the chance of that is slim. This company barely makes any profit, some quarters on bad movies there were losing huge amount of money. Look at the debt and recently just borrowed more money to pay off some debt. The chance of anyone buying them out is very slim-- play the lotto is better.
Hence, there is no single reason for this stock to hold 30, once management is done with using borrowed money to buy back stocks.