Disney Irish
Premium Member
That was far from the only part of the deal. Large multiplex's can handle it and make it up on the backend. They can put Last Jedi in their largest theater for at least 4 weeks (also part of the terms.) Smaller theaters can't afford to do that and miss out on other new releases. Many smaller theaters with only 1 screen or a few have a very tough decision and some are skipping. The margins are very slim at 35% if they don't hit it big with concessions.
If those theater don't have the ability or room to house Jedi for the terms Disney has set, then they have the right not to show it. Disney is not forcing anyone to show the film, only that if you show it then you follow their terms. Disney wants to make sure it keeps Jedi in front of as many eyes as possible for as long as possible. And yes, even 3-4 weeks later you will still see theaters pretty full in major cities, just like with Force Awakens. I remember going to see another movie almost 6 weeks after Force Awakens came out and there were still lines for it.
The Star Wars franchise might not be for everyone, but for fans its like a religion. One they are willing to pay over and over to partake in.