Yes, interesting case. I'd say the difference is that those theatres are agreeing to those terms. With books, I think it's fair to read chapter or two in a book

Yes, interesting case. I'd say the difference is that those theatres are agreeing to those terms. With books, I think it's fair to read chapter or two in a bookshop and decide if you want more. But if you read the whole book, you can't then just say "That wasn't great, I won't pay". Nobody agreed to those terms, and you're getting the product of someone's labour and just declining to pay for it.