 Accordingly, a movie theater may either not be allowed to program an unrated film, or voluntarily refrain from that.Movie studios/film distributors in the US traditionally drive hard bargains entitling them to as much as 100% of the gross ticket revenue during the first weeks (and then the balance changes in 10% increments in favor of exhibitors at intervals that vary from film to film).Film exhibition has seen a rise in its development with video consolidation as well as DVD sales, which over the past two decades is the biggest earner in revenue.