mrklaw said:You miss the part where studios don't want just VOD - they want retail sales too. As a consumer you might prefer to pay a couple of dollars for a rental if you'll only watch now and then, but the studios would much prefer you to pay $20+ for that.
So I think rental and ownership is here to stay for some time
No, studios want higher profits. If on-demand rentals achieves that, they'll try to go with it. Otherwise not.