The recent news that exhibitors in North America and Germany were unhappy with the film rental terms Walt Disney Studios was offering for their release of “Avengers: Age of Ultron” provides a perfect opportunity to explain some longstanding industry practices associated with theatrical film booking. A little background might help clarify Disney’s motives and what cinema operators are so concerned about.
Source: Dissecting the Dispute Between Disney and Cinema Owners Over Film Rental Terms – Celluloid Junkie