Utterly ignoring the content of disney/marvel movies for this post...what is the proper response to this problem? Theatres that just elect to follow the requir

Utterly ignoring the content of disney/marvel movies for this post...what is the proper response to this problem? Theatres that just elect to follow the requirements lose money if they are small markets. Theaters that refuse the requirements also lose money. Consumers dont get to make the choice, and suffer only variations of the consequences. (I may be annoyed that nothing else is showing, or I may be annoyed that I have to go to another theater to see what I want, but DISNEY isnt likely to be impacted by how my theaters decision impacts me. What is the proper response here? And not just here...if Pepsi and Coke both incentivise exclusive contracts, they aren't the ones to suffer if my favorite restaurant goes with the one I prefer least. Etc.