They simply can't compete. Sad but true. Note, this deal with Disney and Sky comes with all sorts of additional Pay Per View rights beyond the obvious...
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In addition to the launch of the new channel, the agreement gives Sky Movies the first subscription pay TV movie rights in the UK and Ireland to other titles distributed by Disney, including new movies from Lucasfilm, and also Marvel Studios features such as Iron Man 3 and Avengers Assemble, which will be broadcast across the Sky Movies portfolio of channels.
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http://corporate.sky.com/investors/p..._disney_movies