Considering that their current model is failing and failing badly (movie goer numbers are down IIRC to 90s levels...and percentage of peeps who go to the movies is also WAY down - IIRC 10% now from its high of 50%)....maybe it is time they take another look at their multi-market strategy. Maybe they can make MORE money if they 'sold' the media for LESS. Odd how that works, but even Henry Ford understood this way back in the dark ages of US consumerism. :P
Honestly these dinosaurs still think they are the only game in town. Now peeps have options. Video games, home cinema setups, cable TV, hell theaters that cater to hipsters with only old movie showings. Brave new world.