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This establishes that this is the standard way that things always happen.
The third time they see the event in question, it is different, so the audience knows that this is a deviation from the norm.
One version of this is The Triple, wherein a character lists three items - the first two logical and serious, and the third applying a twist or joke. The Overly Long Gag could be seen as a subversion of the Rule Of Three, because it fails to deliver the expected twist.
For example, a character might say to a bald person, "Can I get you anything? Sometimes, an event needs to be shown three times to establish that a variation to the norm is happening.
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Many popular jokes are based on three Stock Characters (e.g. The first two react normally, the third does something ridiculous (but stereotypically in character).
In Britain, jokes denigrate either the Irishman as stupid or the Scotsman as a tightwad, while the Englishman is usually the Straight Man of the gag (Unless it's being told by the Scots or Irish.
The first two appearances are practically identical.We shoot the pictures and video ourselves which means it's unique.We think you'll find our orgasm erotica rather special.The first two instances build tension, and the third releases it by incorporating a twist. The third of three brothers succeeds after his older siblings each failed.The protagonist is given three tests and receives the prize after the third.