Let's look at the movie industry's situation from another perspective.
*The car renters of the film business are moviegoers.
*The rental car companies of the film business are the production and distribution companies.
*The renters and owners of the parking lots where the automobile waits for pick-ups-and returns is the exhibition business.
You can't force someone to rent a car if their travel plans have been curtailed, and worse, they fear every hundredth car might explode. They can afford to stay home, do meetings on the internet, and not rent a car for years.
The rental car companies are not used to selling the idea of people renting cars, but have been in a massive daily struggle to differentiate the quality of their company over the others. Meanwhile, they have a massive investment in cars, which are sitting there going nowhere. They could try to get people interested in renting cars with all kinds of gimmicks or they could just sell off all their cars and go into complete hibernation…
