Yeah, I went ahead and redeemed just to see what the process is like. First, the winning code is redeemed, which offers a ticket code. When the ticket code is being redeemed, a short form must be filled with the movie theater address, name of person, and email. It's at this point that tickets could be transferred to someone else. However, going through with the ticket redemption means putting a name and address on the tickets, making them much, much harder to sell.
So, basically tickets can be transferred during the ticket redemption, but it seems like it's not possible during winning code redemption and after ticket redemption.
Oh, and now I have 2 movie tickets in my name that I don't want.