Disney (DIS) and Sony (SNE) are testing a fresh approach in South Korea by allowing consumers to...

|By:, SA News Editor

Disney (DIS) and Sony (SNE) are testing a fresh approach in South Korea by allowing consumers to rent movies on demand while they are still in their first run at theaters. The results of the initiative will be closely watched by U.S. theater operators (CKEC, CNK, RGC) which have been taking a firm stand on not running films without a guaranteed 90-day window before films hit home entertainment systems.