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- Box-office figures are reported in either gross revenue or distributor rentals, the latter being especially true of older films. Commonly mistaken for home video revenue, distributor rentals are the distributor's share of the film's theatrical revenue . Historically, the rental price averaged at 30–40% when the distributors owned the theater chains, equating to just over a third of the gross being paid to the distributor of the film. In the modern marketplace, rental fees can vary greatly—depending on a number of factors—although the films from the major studios average out at 43%. (en)
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