One way to get on the bad side of movie theater owners is to announce a plan to undermine their sales leverage by offering $30 on-demand versions of films at home when they’re still in theaters.

Regal hinted at plans to limit movie trailer time for Fox, Sony, Warner Bros, and Universal studios, denying the studios hundreds of millions of dollars in free publicity. Now AMC and Cinemark are joining the fight, reports Deadline.

Cinemark will go farther than Regal, pledging not to show trailers or display signage for films from the offending studios. AMC isn’t making its retaliation plan clear, but did offer this vague threat:

“As these windows shrink and threaten our industry’s future, it is only logical to expect AMC to adapt its economic model.”

Do you think the theaters will get movie studios to back down, or is the move to on demand movies inevitable?

More Theaters Threatening Movie Moguls [Deadline]

Want more consumer news? Visit our parent organization, Consumer Reports, for the latest on scams, recalls, and other consumer issues.