Movie Studios Approve $30 Rental Plan, Theater Owners Mightily Upset

It must be an absolute nightmare being a Hollywood executive in 2011. Four big studios (20th Century Fox, Sony, Universal, and Warner Bros.) have announced plans to introduce a premium video-on-demand service, to debut on DirecTV next month as ?Home Premiere,? that will screen movies a mere 60 days after their theatrical debut. Renting such a movie will set you back $30. And if you think you're angry about that, just imagine how theater owners must feel.

AllThingsD already has a scenario where the $30 price tag probably isn't as high as you might initially think, particularly if you're trying to have a ?moment and daddy need to go to the movies alone for once? night. Once you pay for a baby-sitter, parking, movie tickets, a little popcorn and maybe a soda you're well past the $30 barrier.

The studios made the announcement at an industry convention in Las Vegas. Oh: they never bothered to tell movie theater owners about this ahead of the big announcement.

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