They are fighting a losing battle. Straight to consumer is the model. The writing has been on the wall for a long time now, and Netflix and others are proving that it is viable. Cut out the distribution, the marketing, all that stuff, and you lower the budget significantly, allowing you to make more movies faster. This immersion screen may be cool, but probably not cool enough for me to leave my house where the couch is comfy, the bathroom is a few steps away, the floor isn't sticky, and the drinks and snacks are plentiful and not $12 a pop.
Just a guy on the sunshine squad.