It's not a binary decision, the royalty structure is set in stone by movie studios and distributors. Theaters have no choice right now on how to license the mo

It's not a binary decision, the royalty structure is set in stone by movie studios and distributors. Theaters have no choice right now on how to license the movies and that's the part that is unsustainable (because theaters have almost no control over the price of a ticket). That's the truth of why the theater model is unsustainable and is more and more hard pressed to get traffic. Giving theaters more lee-way on how to pay for the movies they are licensing will allow for much more competitive opportunities and differentiation between theaters.