His comments have come as part of a broader analysis of where the movie industry is heading over the next decade, though he's convinced that this per-inch pricing model will eventually take root. The studio chief believes "movies are not a growth business" and what's necessary is to "reinvent the enterprise of movies." Such a major revision to what the viewer will be paying for would require a quite extensive technical setup for locking down content — given the diversity of video streaming options available today, it's hard to imagine a security system that would reliably recognize the exact size of the screen it's being displayed on.