when your main point of value is a contractual construct you're doing something wrong.
creating a walled garden or an exclusivity window in an aim to increase desirability through limited availability is just fundamentally wrongheaded.
theatre owners should drive people to the film for the quality of the experience, not the fact that it's the only place you can see the movie.
i will never have a huge screen and massive sound system at home. i will never have high performance digital projectors that can deliver high fps.
deliver a good movie and a good experience and people will go, regardless of any wall erected.