It's been tough for movie studios to try and figure out this whole internet thing. After failed attempts to increase revenue at the box office some studios began to circumvent the system. Not to long ago Universal tried to release their brand new comedy Tower Heist on video-on-demand services only three weeks after the films release. The idea is a good one, releasing a film quickly after its theatrical debut wouldn't require a second marketing push 6 months later when it's finally released to home video. It also saved face for the box office since the majority of earnings for any movie is made in the first few weeks. However the Tower Heist plan couldn't be pulled off after Universal was met with lots of theater push back. In an already tough environment box offices didn't want to give up any potential costumers.
This hasn't stopped studios from avoiding video-on-demand services however. Disney has already put movies like Brave and Wreck-It Ralph on VOD services only a month or so after their initial release. Sony did something similar in South Korea, offering Django Unchained on demand only three weeks after its release in April.
Is this the right move for an industry in flux? Maybe. With declining DVD sales and movie pirating a constant annoyance studios need to find a way to fill the growing gap between themselves and customers. VOD options is certainly a step in the right direction but will it be enough?