What's one-off box office revenue to ongoing subscriptions? That's the new game. They don't want you to spend $15 on a ticket once or twice, then maybe another $20 on the blu-ray. They want you to pay $10 a month in perpetuity. There are less overheads, smaller marketing spends, and they don't have to split revenue with theatres and distributors.
Sure you can get a 30 day free trial, and if you know what you're doing you can get endless 30 day free trials, but the average punter is going to sign up for the free trial, forget to cancel, and get hit with some ongoing charges. And if they don't sell the movie on blu-ray or DVD, you have to have a subscription to watch it again later.
I don't like it, but I'd be lying if I said I don't get it.
And "quite a few" is still not "all". I understand a lot of A-list directors still believe in the prestige of the cinema, but others are coming around to the fact that audiences are moving on.