I don't think there's impropriety, I just think the theater chains must be mad they are locked into contracts with the big studios like Disney where they have to keep carrying their bombs in thousands of theaters for at least several weeks.
I'd imagine on weekends like this, the theater chains would love more flexibility to respond to the free market. If you've got one movie (Minecraft) that is packing 4,263 theaters and selling $36,829 in tickets per theater, while another movie (Snow White) is hogging 3,750 theaters but only selling $1,623 in tickets per theater, that's got to be infuriating for the struggling theater chains.
They'd likely love the ability to give Minecraft at least another 1,000 theaters and prime showings and its associated snack bar sales, while pushing Snow White down into the 2,000 theater rage and the rung of small theaters in the back of the multiplex.
They would still be able to offer Snow White to it's rapidly dwindling audience on its third weekend. But being forced to keep it in 3,750 mostly empty theaters by Disney's! contract must really tick them off.