Remember that impossibly bad-sounding idea of renting a movie on-demand for $US30? (But only if it's not too successful!) Well it's not bad enough to fly under the radar of theatre owners, infuriated by the thought of lost profits.
We're still not really sure who would go for this $US30 ripoff, other than members of gigantic families for whom heading to the movie theatre is prohibitively expensive, but the retribution is on its way. Theatres are threatening to show fewer trailers for upcoming films by the offending studios (OH GOD, NO!), and according to a press release from AMC, we should all get ready for "a new guest rewards program, better-for-you items, enhanced food and beverage offerings, dine-in theatre options and alternative, engaging programming for our guests to enjoy in our comfortable, state-of-the-art auditoriums". Yes, that certainly sounds like something that will make going to the movies less expensive. [ZDNet]