Apple is rumoured to be negotiating with studios to bring "latest in theatre" movie's to iTunes at the same time.

Refer: Apple Negotiating to Offer Rentals for Movies Still in Theaters, but at a Price

If, as the articles insinuates, the studios want US$25 to US$50, it will still be cheaper for say a family of 4 to stream/download at home, especially if you have a home theatre with large screen set-up; comfy clean seats, cheaper eats & drinks & pause for comfort breaks whenever.

The Movie Houses will not like this.