If you're going to make pop culture references in your script, you need to do it consistently throughout. Because if you don't, like a previous poster mentioned, it can be jarring and take you out your movie's "universe." By doing so consistently, you silently establish the particular tone that eases people into subconciously thinking and accepting, "Okay, these characters live in a world that is referenced by pop culture," like in the films of Tarantino, Kevin Smith, and Noah Baumbach.
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