It’s not so much that the DVD buyer is less demanding that theatre goers. I don’t think the figures quoted are JUST for DVD BUYERS. From the quote: “Together with videos, they kick in $55.6 billion, or about two-thirds of the industry’s annual haul, with box-office receipts making up most of the rest.” If they look at the figures that way, that 55.6 billion probably takes into account rentals too. These figures are supposed to represent the annual take for the movie industry, and I can’t see rentals being insignificant here. At $3-$5 for a rental vs $13-$17 for a theatre ticket, people are going to be much more likely to try out a movie that’s got a bad rep on rental. If the theatres were to lower their admission prices, it’d still be more expensive than rentals, but more people might come out to check out more movies.